RAC set for first financial TV advertising

The RAC is to advertise its financial services products on television for the first time, as it tries to position itself as a provider of more than just breakdown services.

The company says it is increasing its financial services marketing budget and that it will launch three new finance products this year.

RAC financial services managing director Jason Richards says: “All the big insurers advertise on TV. We are reviewing the ways in which we spend our money and how we can promote products other than our breakdown service.”

The RAC has recently rebranded its motor insurance products as RAC Insure, and intends to capitalise on the trust consumers have in RAC as a breakdown service provider to bring in new motor insurance customers. It also offers home, travel and caravan insurance, as well as loans.

The RAC’s financial services marketing is handled by the organisation’s central marketing team and Richards says it is not looking for a marketing director specifically to work on its financial services. Advertising will be through RAC roster agencies WCRS, BBJ Media and WWAV Rapp Collins.

RAC head of brand management Gary Elliott is in charge of the central marketing team, following the departure of group marketing director Ken Lee last month (MW February 6).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here