AA Insurance is being relaunched as an autonomous business as it embarks on a heavyweight &£10m advertising campaign.
The AA split its operations – roadside assistance, insurance and financial services – into three divisions last year. The restructure followed the AA’s takeover by venture capitalists CVC Capital Partners and Permira in July.
The AA’s new chief executive, Tim Parker, then axed the entire senior marketing team, including AA Financial Services marketing director Clare Salmon and AA marketing director Emma Kenny (MW October 7, 2004).
The integrated campaign for AA Insurance has been created by Rapier, and it will be its first push as a standalone. The campaign breaks on Sunday and features two television ads that introduce the “AA Team” concept – a team that fights to get the best possible insurance deal for its customers. Rapier retained the AA Insurance and AA Financial Services accounts following a review that was completed last month. However, it lost the &£20m roadside business to Delaney Lund Knox Warren & Partners.
Last week the AA appointed PHD to handle its &£50m media planning and buying account after a pitch against MindShare (MW last week).
PHD will handle media duties for all three divisions following the winner-takes-all contest, after incumbent Manning Gottlieb OMD declined to repitch.