This account is understood to involve the redesign the , a significant driver of membership sales, in addition to ongoing digital communications work.
In May, the digital media specialist i-level won the AA's digital media planning and buying account, worth an estimated £5m, after a competitive pitch. The agency was brief to improve return on investment for the AA's three core business units -- roadside recovery, insurance and loans.
This is the first time the AA has separated its digital creative from the rest of its business. Rapier currently holds the £50m through-the-line financial services business, while Delaney Lund Knox Warren & Partners picked up the £18m roadside services account in February.
In June, the AA launched its first significant piece of digital branding -- a microsite and online ads created by DLKW to introduce its "you've got AA friend" strapline.
This latest pitch follows changes to the organisation of the AA's advertising accounts. The incumbent on the digital media planning and buying, Manning Gottlieb OMD, lost the business when it declined to pitch for the £50m overall media account. The business went to PHD in February following a pitch against MindShare.
The creative account was originally split between Rapier, which handles financial services, and M&C Saatchi, which worked on the AA's branding and roadside assistance campaigns. DLKW scooped the latter in February, leaving financial services as the only account not to have undergone a review.
The AA itself has been through a period of significant change following its acquisition from Centrica by the venture capitalists CVC Partners and Permira in July 2004.
Last October, the chief executive, Tim Parker, restructured the AA's marketing department. The AA financial services director, Clare Salmon, left to join ITV as its marketing director.
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