The RAC has awarded its &£3m direct response consumer media buying and planning account to All Response Media after a five-way pitch.
The win means the company has split its &£7m media and planning account, previously held in its entirety by Vizeum UK. The RAC says Vizeum will continue to be responsible for the rest of its media buying and planning, which is not being reviewed. Vizeum pitched for the business along with three other undisclosed agencies.
The review was overseen by RAC head of customer operations Ian Dobson. He says the appointment of All Response Media follows on from a &£30m investment in new customer relationship management systems. Dobson has separately drawn up a long list of agencies to handle its &£10m direct marketing account after calling a review last week (MW last week).
The RAC has 6.5 million personal and business customers for its core motoring breakdown services and other associated motoring products such as car and travel insurance, loans and credit cards.
The company is also in the forefront of the development of “Tesco Law”, and moved its head of marketing services Peter Julier to the role of head of sales and marketing at RAC Legal Services last month.
The RAC owns the British Motor School. The RAC Foundation is a separate body to represent the interests of motorists.