The AA, a leader in the roadside assistance market, is reviewing its DM account and is believed to be considering a boost in its advertising activity.

The Acromas-owned company, which also offers insurance, financial services and travel and leisure information, currently works with Maher Bird Associates.

In April last year it consolidated advertising and below-the-line business into the agency. It had previously worked with Delaney Lund Knox Warren and Rapier

It was thought at the time that the appointment could signal a move away from brand-focused advertising.

It is not known at this stage if the incumbent is involved in the review.

The AA and sister company Saga, the travel and insurance group, last year awarded PHD its consolidated £30m media planning and buying account, following a review.

The agency, which was the media incumbent for The AA pitched against Saga incumbent Carat.

The AA’s biggest competitor is the RAC.

On the DM review, the AA says: “This is pure speculation and we do not comment on speculation.”