The AA plans to scrap its 'Just AAsk' line because the chief executive Tim Parker does not believe it reflects the core offering (Marketing, 12 October 2004). DLKW has been briefed to devise a replacement strapline.
The news is a blow to integrated agency Rapier, which retains the AA financial services advertising and direct marketing, estimated to be worth £50m.
The roadside business review was handled by Parker and marketing chief Kerry Cooper.
Last October, Parker ousted seven board-level marketers, including AA Financial Services director Clare Salmon and AA marketing director Emma Kenny.
The redundancies followed the AA's £1.75bn takeover by venture capitalist groups CVC Capital Partners and Permira in 2004.
Rapier won the AA's £20m marketing account for its roadside services last year (Marketing, 15 January 2004), although M&C Saatchi continued to work on its brand advertising.
The AA declined to comment on DLKW's appointment.
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