Aviva sold RAC to private equity group Carlyle in June last year as part of a broader strategy from the insurer to refocus on its core financial products. Aviva continues its marketing and promotional partnership with the RAC despite the sale.
Shortly after the deal was announced, the RAC appointed Rapier to handle its £7m advertising account, replacing Abbott Mead Vickers BBDO, to try to help the brand become “one of the most dynamic and modern service businesses in the UK”.
The RAC then moved to appoint customer engagement agency Occam to handle its data and direct marketing in September, as it looks to create more tailored customer communications.
Hardy is thought to be temporarily replacing former sales and marketing director David Tyers, who left the RAC in December without a job to go to. Prior to working with the RAC in November 2010, Tyers had held several marketing roles at Aviva and the AA.
An RAC spokesman said the organisation “would not be commenting” on the appointment.