RAC to review direct part of its £6m media business

LONDON - The RAC is reviewing a chunk of its £6m media planning and buying account, asking agencies to pitch for its direct response media business that includes direct response television and press.

Vizeum, formerly BBJ Media, currently holds the account but is being reviewed because its three-year contract is coming to an end. It also handles planning and buying for RAC's brand advertising but this is not being reviewed.

The RAC is in the process of contacting agencies but does not have a shortlist for the pitch.

Peter Julier, head of marketing services at RAC, said: "We have two elements to our media. One is brand and the other is direct response that covers tactical communications, press and DRTV. We're reviewing this because Vizeum was appointed three years ago and it's time to look at the contract."

RAC's direct spend increased last year as it invested in two television campaigns, created by WWAV Rapp Collins, for its car loans and injury claims services.

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