Forward wins battle to produce AA Magazine

Centrica-owned Automobile Association has appointed Forward to produce the AA Magazine, following a three-way pitch against Haymarket and incumbent John Brown Citrus Publishing (JBCP).

However, JBCP will continue to work with the AA and produce listings magazines aimed at the leisure sector such as hotels.

John Brown won the title two years ago, before it merged with Citrus Publishing. At the time, the AA terminated its relationship with Redwood and appointed JBCP without a pitch (MW February 1, 2001). The account, which had been with Redwood since 1994, was believed to be worth more than £5m a year in revenue.

Forward will produce the first magazine in October. The title is produced three times a year and targets the AA’s 4.8 million members.

AA director of sales and marketing Clare Salmon says: “The AA Magazine is an important communication device for us. But we recognise that the magazine has to work more effectively as a marketing tool, and so in future we will be testing more sophisticated segmentation to answer individual needs and interests.”

According to the latest Audit of Bureau of Circulations figures for June to December 2002, the AA Magazine has a circulation of 4,961,341.

Last year, the AA embarked on a £22m repositioning as a multi-layered company, in an effort to be seen as more than just a breakdown service (MW May 16, 2002). As part of the relaunch, the company introduced a £12m advertising campaign created by M&C Saatchi, with the strapline “Just Ask”.

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

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