AA kicks off review of £33m combined business

The AA has kicked off a review of its £33 million above- and below-the-line creative accounts with a view to bringing them into one agency and placing a greater emphasis on direct response.

The company has started contacting agencies about the combined business, currently split between Delaney Lund Knox Warren & Partners, which handles roadside assistance, and Rapier, which creates work for the personal loans and motor insurance products. Both are expected to be asked to repitch.

Speculation about a review of the accounts has been rife since the company was taken over by Saga last year and the roadside assistance marketing function was combined with that of the financial services products division.

The AA declined to comment.