BBJ Media Services has beaten three shops to the RAC’s media
planning and buying business.
Walker Media, BMP Optimum and Western International Media also pitched
for the pounds 5 million account. It was held by the Media Business
until the agency was forced to resign the task last December because of
a conflict with the forthcoming breakdown service launch of its Direct
The BBJ appointment ends speculation that the RAC favoured Walker Media
following reports that Walker had already booked a campaign, which will
break during the British Grand Prix in July. This was dismissed by the
RAC as a one-off task that couldn’t wait for the roster agency
Tim Elton, a planning director at BBJ who was involved in the pitch,
said: ’It was a fair fight, and we came through because we provided an
insight into the consumers that the RAC needs for its relaunch.’ BBJ’s
managing director, Jerry Buhlmann, added: ’It’s a high-profile client
with strong brand equity. The future of car travel is interesting, and
it is a highly competitive market.’
A creative pitch, held earlier this year, was won by M&C Saatchi in a
final head-to-head against BMP DDB. Young & Rubicam, Abbott Mead Vickers
BBDO and Bartle Bogle Hegarty also pitched in the first round.
The RAC is in talks about selling its motoring services operation to
Cendant, a US company. Cendant also owns the Green Flag rescue service
and advertising arrangements could face further upheaval if a merger
between the two services goes ahead. Green Flag uses TBWA Simons Palmer
for its creative and Universal McCann for media.