MindShare beats PHD to take £33m AA media account

LONDON - The AA is to move its £33m media planning and buying account into MindShare.

MindShare pitched against PHD, which worked with the AA's creative agency, Rapier, on a joint presentation.

AA has entered into exclusive negotiations with MindShare. Manning Gottlieb OMD is currently the AA's media agency but declined to pitch for the business.

The review was called following the acquisition of the AA from Centrica by the venture capitalists CVC Partners and Permira last July. The new owners are reducing costs, with plans to cut around 10% of its workforce. Centrica sold the AA for £1.75bn after boosting its membership from 9.5m to 15m between 1999 and 2003.

The AA is also reviewing its creative arrangements. Its account is split between M&C Saatchi and Rapier.

Last October, the chief executive, Tim Parker, axed the AA's marketing team, including the AA Financial Services director, Clare Salmon (now at ITV), and the AA marketing director, Emma Kenny.

MindShare refused to comment.

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