Dare and i-level part company with the AA

LONDON - Dare has resigned the digital ad account for the AA, after the company served notice on its digital media agency, i-level.

Dare has worked with the AA since August 2005, while i-level picked up the media account - worth £5 million at the time -- in May of the same year.

However, the company has since substantially scaled back its investment in digital marketing.

The future of the accounts is not yet clear. Sources close to the business suggest that Rapier, which handles through-the-line activity for the AA's insurance and financial services, could inherit Dare's portion of the business, which includes web build and advertising.

The AA, which has just completed a £6.2 billion merger with Saga, has recently seen a lot of change in its marketing department, which has thrown its wider agency arrangements into question.

Above-the-line advertising and media for the AA is currently held by Delaney Lund Knox Warren & Partners and PHD respectively.

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