Adam&Eve/DDB | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||0207 258 3979|
|James M.||Founder & Group Chief Executive Officer - UK||London|
Sample of Associated Brands
|Richard B.||Chief Creative Officer||London|
|Tammy E.||Joint Chief Executive||London|
|Matthew G.||Joint Chief Executive||London|
|Alex H.||Chief Strategy Officer||London|
|***** *** - **** ****** ****** ****||creative||unknown||present||***|
|***** *** - ****||creative||2015||present||******|
|***** *** - ******** ****||creative||unknown||present||*|
|***** *** - ******** ***** ******||creative||unknown||present||*|
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Creative Account in Jeopardy?: AA parts ways with Starcom in midst of media review
Subject: TV, Digital, Door Drop, Direct Mail, Press, Radio, Cinema.
Company: The Automobile Association (AA), with the parent company Acromas Group (also owns Saga Group), provides car insurance, driving lessons, breakdown cover, loans and motoring advice, and other services.
Update (19 Oct.): Per Campaign, Starcom has withdrawn from the media review with AA after two years with the account. The agency won the account over PHD in 2014 and will remain on the business until a new agency is selected.
The first round of competitive pitches will be held next week. Creative agencies should be approaching in-house decision makers now as current creative AOR Adam & Eve/DDB won the account the same years as PHD.
The following was originally published on 22 Sept.
Opportunity: The former Starcom on the defence for its media account. Pitches are expected to be held in October in a process led by Silk Media.
Digital ad spend has declined this year, although things began to pick up around this time, so look for higher spending in the coming months across both desktop and video. Last year also saw the AA launch its largest campaign in ten years on TV, so pounds could be allocated there in 2017 as well.
Q2/3 remains the top spending period, meaning planning is taking place as I write, so get on it sellers! In the meantime, reach out to current media planners. Adam & Eve/DDB still handles creative, but one review often leads to another so agencies should also be paying attention.
Media Spend: Spent £13m last year, according to Nielsen with more than half in TV. Most of this was on the AA brand, with £2.5m spent on the insurance division. Direct Mail also go a large portion of this.
Incumbent: PHD resigned.
Digital Breakdown: AA has shelled out £50k on digital ad spend, according to Pathmatics, so far this year. This is much less than during the same period last year when digital ad spend totaled £286k, mostly in Video ads. However, things began to ramp up around this time, so there could be upcoming ad spend in this category. Last year also so a larger portion of publishing use site-direct and DSP.
The majority of this year's spend was on desktop ads (42 creatives in total), which have seen 16m impressions, the majority of which were gained fro an ad network (full breakdown in chart). Top destinations this year were youtube.com, mirror.co.uk and ebay.co.uk.
Mobile ads mostly published via the DSP Rocket Fuel, leaving the rest to various ad networks. Top sites were tvguide.co.uk, babycentre.co.uk and news.sky.com. Video ads published all site-direct on absoluteradio.co.uk, macworld.co.uk and techadvisor.co.uk.
The Automobile Association (AA)
Fanum House Basing View Basingstoke,
Hampshire RG21 4EA England
0870 544 8866
Ms Cheryl Calverley
Mr. Chris Harris
Group Marketing Director
Ms Julia Smith
Mr Owen Lee
Digital Precision Marketing Account Director
Ms Tilly Rose Smith
Senior Investment Executive - Precision Marketing