Carat axed in AA media shake-up

The Automobile Association has completed its pounds 12.6m internal media review and rationalised its agency roster.

The Automobile Association has completed its pounds 12.6m internal

media review and rationalised its agency roster.



The changes mean Carat Manchester Direct loses control of the AA’s

membership recruitment direct-response business, worth pounds 2m.



The brief moves to Zenith Media which handles tactical media planning

for AA membership, including direct response and all media buying. Media

strategist Michaelides and Bednash retains its planning role.



Bob Sinclair, the AA’s group marketing director, said: ’It was very

difficult to justify two agencies doing similar work, albeit in

different areas.’



The AA is attempting to refocus itself as a motorists’ association and

is currently reviewing its non-core activities.



The media review was called last month when the AA announced it was

reviewing its media planning, strategy and buying accounts.



Topics