The agency secured the business following a three-way shoot-out against the incumbents, Rapier, which created work for AA's personal loans, and Delaney Lund Knox Warren & Partners, which handled roadside assistance. Michael Cutbill, the AA's marketing director, handled the pitch.
MBA will now take on all creative communications for the AA. The appointment marks a shift in strategy for the company, which plans to place greater emphasis on direct response. The review, which kicked off in January, followed last year's takeover of the AA by Saga, and the merger of the roadside assistance and financial services products division.
Two weeks ago, Saga and the AA kicked off a media planning and buying review. The companies intend to consolidate offline media into one agency and the incumbents, Carat and PHD, will compete for the account against non-roster agencies.
The AA declined to comment.