The appointment comes after a three-way pitch, which also included Haymarket. Forward takes over from John Brown after two years on the publication. AA Magazine was previously published by Redwood and gives members information about AA's products and services.
AA plans to produce more targeted version of the magazine, which has a circulation of 4,961,341, making it the second biggest publication in the UK. AA said that Forward had won the account because of previous segmentation work on Tesco, Barclays and Egg.
Clare Salmon, director of sales and marketing for the AA, said: "We recognise that the magazine has to work more effectively as a marketing tool, and so in future we will be testing more sophisticated segmentation to answer their individual needs and interests."
The last two issues of AA Magazine have already introduced targeted versions, with what Salmon describes as "good initial results". The first issue produced by Forward will be published in October 2003.
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