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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 (5/13)
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
Simon B. Category Leader, Marketing Procurement 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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Digital, TV Opps: Former Vuln. account The AA puts Starcom on defense


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.

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. 

Additional Information

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
Head, Marketing
cheryl.calverley@theaa.com

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

Ms Julia Smith
Business Director
julia.smith@smvgroup.co.uk

Mr Owen Lee
Digital Precision Marketing Account Director
owen.lee@smvgroup.co.uk

Ms Tilly Rose Smith
Senior Investment Executive - Precision Marketing
tilly.smith@smvgroup.co.uk