WCRS beats three in pitch to scoop pounds 4m RAC ad assignment

WCRS is tipped to pick up the RAC’s coveted ad business after a four-way pitch.

WCRS is tipped to pick up the RAC’s coveted ad business after a

four-way pitch.



WCRS pitched against Abbott Mead Vickers BBDO, Lowe Lintas & Partners,

Leagas Delaney and one other agency for the business, which was

previously held by M&C Saatchi.



Although worth only around pounds 4 million, the RAC’s account is prized

because of the creative opportunity it offers. Its main rival, the AA,

has created award-winning advertising through HHCL & Partners,

positioning it as Britain’s ’fourth emergency service’. However, a

similar success has eluded the RAC.



This is despite its controversial makeover as a ’transport’ company

under its former marketing director, Jan Smith.



Ken Lee, marketing director of the RAC, was unavailable for comment.



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