WCRS is tipped to pick up the RAC’s coveted ad business after a
WCRS pitched against Abbott Mead Vickers BBDO, Lowe Lintas & Partners,
Leagas Delaney and one other agency for the business, which was
previously held by M&C Saatchi.
Although worth only around pounds 4 million, the RAC’s account is prized
because of the creative opportunity it offers. Its main rival, the AA,
has created award-winning advertising through HHCL & Partners,
positioning it as Britain’s ’fourth emergency service’. However, a
similar success has eluded the RAC.
This is despite its controversial makeover as a ’transport’ company
under its former marketing director, Jan Smith.
Ken Lee, marketing director of the RAC, was unavailable for comment.