AA pools £30m ad business into Maher Bird

The AA has completed the first stage of its agency suppliers review by hiring Maher Bird Associates (MBA) to its £30m ad account.

The roadside assistance company previously used several agencies to handle its media and marketing, but is now consolidating the work. MBA will handle the company's combined above- and below-the-line ad account on a retained contract. The work moves from DLKW, which had handled roadside assistance, and Rapier, which worked on its personal loans business.

After the AA's £6.2bn acquisition by Saga last year, its sales and marketing director for AA roads, Kerry Cooper, and marketing director for AA insurance services, David Tyers, left the company, with the top marketing role passing to Michael Cutbill, who called a series of reviews.

Next month, the AA will slim its media roster from two agencies to one.


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