The AA is understood to be reviewing its £25m advertising business, which is currently split between Delaney Lund Knox Warren and Rapier.
The company has just completed its merger with Saga and has appointed new marketing director Michael Cutbill.
An AA spokesman declined to confirm a review, but a source close to the company suggests it would be a “root and branch” overhaul that will affect the entire agency roster.
The AA and Saga formally merged last week to create parent company Acromas Holdings. It is expected it will consolidate its media planning and buying after the advertising review is complete. Carat handles the Saga account and the AA is handled by PHD.
Cutbill, a former Saga financial services marketing director, has been brought in to lead the AA’s marketing. The role was previously split between sales and marketing director for AA Roads Kerry Cooper, and marketing director for AA Insurance Services David Tyers. It is understood both are leaving the company.
Cutbill left Saga two years ago following a £1.35bn management buyout in 2004 (MW March 10). He was later linked with ci2i, an online pan-European insurance company, where he worked as part-time chief executive (MW June 23, 2005).
DLKW was handed the roadside ad account in February 2005 following a pitch against Rapier, HHCL & Partners, WFCA and M&C Saatchi.
Rapier, which handles through-the-line activity for insurance and financial services products, was first appointed to the AA roster in 2002, when it won the direct marketing account for the AA loans business.