AA calls review of £13m UK media business

The Automobile Association is reviewing its £13 million UK media planning and buying account.

The AA's review of the business, out of Zenith Media, follows a review earlier this year by its fellow Centrica company, British Gas. The energy supplier consolidated its media account into Carat, with OMD UK losing a large chunk of business as a result of the decision.

Last year the AA moved its creative account from HHCL & Partners to M&C Saatchi. It also appointed the below-the-line agencies Rapier and EHS Brann to work on the launch of its repositioning.

Zenith and its subsidiary Zed Media work across all of the AA's brands following a consolidation of the AA account in 1998, when it picked up the direct response business from Carat.

The review is being handled by the AA's marketing director, Clare Salmon.

Salmon, who joined Centrica two years ago, also presided over its recent repositioning and the appointment of M&C Saatchi.

Earlier in the year Centrica had looked at a possible consolidation of its entire media account across British Gas, the AA and the financial services brand Goldfish. However, it decided to focus on British Gas.

The AA backed its new position as a multiproduct company with a new strapline: "Just ask. This marked the end of the "fourth emergency service line.

M&C Saatchi developed television and poster work that was intended to address the issue that most members only use its service once a year.

Creative work included an ad featuring a pregnant woman who asks if she will get priority treatment if her car breaks down and a wife wondering if her home insurance will pay for for any damage caused when her husband puts up shelves.

Simon Marquis, the chief executive of Zenith Media, was unavailable for comment as Campaign went to press.


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