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The Automobile Association (AA) | Company Profile, Marketing Contacts, Media Spend, Brands




AA The Automobile Association is a UK based motoring association. The company provides car insurance, driving lessons, breakdown cover, loans and motoring advice, and other services.

Main Telephone 0161 333 0004
Main Fax
Primary Address
Fanum House
Basing View
Basingstoke, Hampshire RG21 4EA
England

The Automobile Association (AA) Contacts

Contacts (5/16)
Name Title City
Edmund K. President Hampshire
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 0161 333 0004
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Fanum House
Basing View
Basingstoke, Hampshire
RG21 4EA
England

Ian F. Interim Chief Information Officer Hampshire
Chris H. Group Marketing Director Hampshire
James M. Senior Product Manager Hampshire
Gavin H. Public Relations Executive Hampshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
The Automotive Association (AA) *******

Agency Relationships


Brand Agency Service From To
*** ********** *********** (**) ****&***/*** Creative unknown present
*** ********** *********** (**) ***** ******* creative, digital, analytics unknown present
*** ********** *********** (**) ***** ** Media Buying, Media Planning 2016 present

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WinmoEdge

Account in Jeopardy – Score 70: The AA appoints PR, head marketer ups ad spend


Subject: TV, Digital, Door Drop.

Company: AA The Automobile Association (Winmo) is a UK based motoring association. The company provides car insurance, driving lessons, breakdown cover, loans and motoring advice, and other services.

controversy with rival RAC that led to the Advertising Standards Agency pulling the ad last month. 

Last year, The AA rolled out its largest campaign in over 10 years after appointing Chris Harris as its group marketing director. In November, The AA re-entered the loans market and begun to offer UK consumers unsecured personal loans through a partnership with Bank of Ireland UK. This month, AA launched its own insurance underwriting company. 

Agencies should reach out as soon as possible, as the account is likely closer to considering changes to its roster with with all of these changes and under the leadership of  two very experienced marketers. Sellers should know that the company has been known to spend the bulk of its media budget in Q2, but has considerably increased Q3 ad spend over the last three years. 

Additional Information

Media Spend: The AA began spending in TV again last year, after taking a break in 2014 when media spend reached a total of £5.8m. Other larger areas are in direct mail and door drop. 

Digital Breakdown: Though still not very active on digital, according to Moat UK, The AA ran 15 standard ads with three publishers including fleetnews.co.uk, last year. All ads were run directly and <1% were mobile, with peaks in activity around late March, early April and in the summer months. This is compared to year prior when they ran 13 standard ads run with 16 different publishers, with 20% going through programmatic. 

Agency Roster: PHD decided to resign the account the month prior.

AA – The Automobile Association
Fanum House, Basing View, Basingstoke, Hampshire, RG21 4EA, 0870 544 8866

Ms. Cheryl Calverley 
Head of Marketing
cheryl.calverley@theaa.com

Mr. Chris Harris 
Group Marketing Director
chris.harris@theaa.com

Ms. Liz Henderson
Head, Customer & Marketing Development 
liz.henderson@theaa.com

Mr Guy Smith
Associate Director for The AA
guy@rhizomemedia.co