Rapier takes £20m AA business from EHS Brann after four-way pitch

The AA has appointed Rapier to handle the &£20m below-the-line acquisition and retention business for its Road Services division, moving the account from EHS Brann.

Rapier was appointed following a pitch at the end of last year (MW December 11, 2003). The agency pitched against the incumbent, Joshua and TBWA/GGT. The review was overseen by the Haystack Group.

Rapier already works with the AA on its financial services business, and created the recent “Mobility” television ads for AA Insurance and the “Kev and Bev” ads for AA car loans.

Rapier’s total business with the AA is now worth &£70m. It will continue to work alongside the AA’s brand agency, M&C Saatchi, and media buying agency Manning Gottlieb OMD.

Rapier was originally appointed to AA Insurance Services’ below-the-line business in December 2001 (MW December 20, 2001). It also handles the below-the-line business for companies such as Marks & Spencer, Channel 4 and HSBC.

David Tyers, head of marketing for AA Road Services, says: “We have an excellent working relationship with Rapier on our loans and insurance businesses, and this appointment enables us to implement what we have learnt across our marketing divisions.”