Dare scoops AA's £15m digital creative business

Dare wins digital brief to leverage the internet as a key sales channel for the AA.

Dare has fought off competition from three other agencies to land the £15 million digital creative and website design account for the AA.

The pitch process, which has been ongoing since June, involved a four-way shootout against Wheel, AKQA and DNA. The final stage saw Dare go head-to-head with Wheel.

Dare will overhaul the AA's website, www.theaa.com, and handle ongoing online advertising for the AA's insurance and loans businesses. The task will include simplifying product information on the site and creating new content to increase the AA's use of the internet as a sales channel.

The AA has not appointed a digital agency of record until now.

Ben Walton, the head of e-commerce marketing at the AA, commented: "I'm convinced Dare is the right partner to help us realise our ambitious channel plans."

Mark Collier, the managing director of Dare, said: "The AA is not only a fantastic and highly visible brand but, as a business, it regards online as a critical channel."

The digital pitch followed a comprehensive shake-up of the AA's on- and offline advertising arrangements.

I-level won the digital media planning and buying account in May. The incumbent, Manning Gottlieb OMD, declined to pitch for the overall £50 million media account. That business went to PHD in February, following a pitch against MindShare.

The creative account was split between Rapier, which handles financial services, and M&C Saatchi, which worked on the AA's branding and roadside assistance campaigns. Delaney Lund Knox Warren & Partners won the latter in February.