DLKW lands AA roadside

Delaney Lund Knox Warren & Partners appointed to £18 million creative brief.

Delaney Lund Knox Warren & Partners has scooped the £18 million creative account for the AA's roadside assistance service.

The agency beat Rapier, the incumbent on the AA's insurance and financial services accounts, in a pitch. HHCL & Partners and WFCA were involved in the initial process. M&C Saatchi, the incumbent on the business, was ruled out at an earlier stage.

DLKW Dialogue, DLKW's direct marketing arm, will handle DM for the service.

The review follows a reorganisation of the AA after it was taken over by the venture capitalists CVC and Permira in the autumn.

The centralised marketing department was disbanded and responsibility moved into its three core areas of business: financial services, roadside assistance and insurance.

Following the restructure, the new chief executive, Tim Parker, announced plans to reinstate roadside assistance as the company's core growth business.

The AA's financial services director, Clare Salmon (now at ITV), and the marketing director, Emma Kenny, left and the business was put up for pitch.

"The AA is going through a very exciting period of change, especially with regard to marketing. By appointing DLKW, we will be able to maximise these changes and continue to enhance the AA's position in a highly competitive market," Kerry Cooper, the director of AA Road sales and marketing, said.

Rapier will continue to handle the through-the-line tasks for the AA's insurance and financial services. Rapier joined the AA roster in 2002 when it won the DM account for its loans business.

The media task is also under review. MindShare looks set to beat PHD to the task, having entered negotiations with the company. The media incumbent, Manning Gottlieb OMD, declined to repitch.