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
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.