AA reviews £12m Media account

The Centrica-owned Automobile Association (AA) is reviewing its £12m media planning and buying business, handled by Zenith Media.

The move follows last year’s review of the AA’s creative business, which saw the business move from HHCL & Partners to M&C Saatchi (MW December 12, 2001).

The AA is spending £22m to reposition itself as a multi-product company in an effort to be seen as more than just a breakdown service (MW May 16). As part of the relaunch the company introduced a £12m advertising campaign in May using the strapline “Just ask”.

The strapline, a departure from its “fourth emergency service” positioning, is now carried on all the AA’s communication, including its website and membership cards.

The repositioning was overseen by AA marketing director Claire Salmon, who will also oversee the media pitch. She joined Centrica in 2000 as marketing director for the home and road services. Salmon was made AA marketing director in January as part of Centrica’s restructure (MW October 11, 2001).

Centrica also owns the British Gas brand. The utility company recently reviewed its media out of OMD UK. Carat was awarded the £24m buying and planning account for its entire domestic products and services (MW May 30). The media agency is expected to pitch for the AA’s media business along with the incumbent.

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