Manning Gottlieb scoops £12m AA media business

The Automobile Association (AA) has appointed Manning Gottlieb OMD to handle its &£12m media planning and buying business.

Manning Gottlieb takes over the business at the beginning of next year from Zenith Media, which has held the bulk of the AA’s business for four years. Manning Gottlieb, which already holds the AA Car Loans business, pitched against Zenith and Carat.

Over the past six months, the AA has spent &£22m to reposition itself as a multi-product company, in an effort to be seen as more than just a breakdown service (MW May 16).

As part of the relaunch, the company introduced a &£12m campaign in May, using the strapline “Just Ask”. The strapline was a departure from its “fourth emergency service” positioning, and is now carried on all the AA’s communication, including its website and membership cards.

The media review was called at the beginning of August by AA director of marketing and sales Clare Salmon (MW August 8).

The appointment of a new media buying agency follows the Centrica-owned company’s decision to review its creative advertising and appoint M&C Saatchi at the end of last year (MW December 20, 2001).

Salmon says: “We were very impressed with the way Manning Gottlieb responded to the brief and feel it understood the direction and vision the AA wants to pursue.”

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now