The AA has made Will Harrison its group brand director and has subsequently kicked off a strategic review of its advertising agency.
Harrison has been promoted from his position of head of brand marketing at the breakdown company. The new group brand director joined the business in 2020, leaving his position as marketing communications lead for mobile network brand Three.
He and his team will report to Mark Felix, the AA’s group chief marketing officer, who has said that the brand has decided to commence a strategic review of its advertising agency Adam&EveDDB.
The Omnicom-owned agency has worked with the breakdown provider since 2014. Most recently, the pair produced campaigns like ‘Love That Feeling’ and ‘Singing Baby.
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The news comes months after a website and poster advertisement for the AA was banned by the Advertising Standards Authority (ASA) for falsely claiming to be the UK’s largest breakdown provider.
AA CMO Felix has reportedly described the brand’s and agency’s relationship as “brilliant” but nevertheless believes a review needs to be carried out.
“We feel that the time is right to have a strategic review to explore new options to take the brand forward at this exciting time for the AA. Hence, we are in discussions with several agencies and will report back in due course,” Felix said.
“We have great ambitions for the future so this is an exciting time to support our market leading brand, propositions, and customer experience.”
