RAC picks Rapier for £7m DM and digital

RAC, the breakdown service, has appointed Rapier as the lead agency on its £7 million direct marketing and digital business.

RAC has moved business into Rapier
RAC has moved business into Rapier

Rapier will replace independent direct agency Balloon Dog and digital agency Glue Isobar on the accounts and will work across direct mail, press and online.  

The agency’s capture of the RAC business comes three years after it lost the AA direct account as part of a consolidation into MBA.  

Its appointment by the RAC, which is owned by the insurance giant Aviva, follows a shift in marketing strategy that has seen it focus on other services beyond breakdown repair.  

Recent activity includes a series of sponsorship idents to support its sponsorship of Channel 4 weather.  

Abbott Mead Vickers, which has worked on the RAC  advertising business since 2005 and also handles brand advertising for Aviva’s insurance range, created the idents. An RAC spokesman said: "AMV remains very much our lead agency for advertising."