AA launches pitch for £33m media account

The AA has put its &£33.2m media planning and buying account out to pitch, after it decided to make a further 130 roles in marketing and communications redundant this week. The review is being overseen by AA road sales and marketing director Kerry Cooper.

Incumbent Manning Gottlieb OMD is being asked to repitch, along with three undisclosed agencies. It is thought that the organisation’s marketing budget is likely to be severely reduced, following a decision to refocus on core activities under the new ownership of venture capitalists CVC Capital Partners and Permira. (MW October 7).

A review of the AA’s advertising account, of which Rapier holds the lion’s share, has not yet begun but it is understood that it will follow shortly.

The AA has not yet decided whether to appoint a single media agency to cover all its needs, or to appoint different media agencies to service its three newly separated businesses – road services, lending and insurance.

Manning Gottlieb OMD won the business in 2002, following a pitch against Zenith Optimedia and Carat. It had previously held the account for the AA’s car loans business (MW November 14, 2002). The appointment was made by then marketing director Clare Salmon, who was promoted to managing director of AA Financial Services before being dramatically ousted in October – along with marketing director Emma Kenny – once CVC and Permira’s purchase of the business went through.