Magazine article Marketing

Centrica Kicks off AA Brand Overhaul

Magazine article Marketing

Centrica Kicks off AA Brand Overhaul

Article excerpt

The Automobile Association has put HHCL and Partners on alert by holding a strategic review of its marketing activity that may lead to its [pound]9.5m account being put up for pitch.

The Centrica-owned company is holding a series of meetings with HHCL, its ad agency of more than seven years, about the future direction of its brand.

Both Centrica group marketing director Simon Waugh and Clare Salmon, the firm's marketing chief for home and road services, have informed HHCL that the ad business will be reviewed unless the agency's proposals for the AA's marketing strategy tally with their own expectations.

Waugh said he was not unhappy with HHCL's work for the AA, but added that Centrica's determination to revamp the brand during the next year could mean a change of agency is required.

"Centrica bought the AA [in 1999] because it wants it to become a complete provider of services for the motorist. We are planning to revolutionise the AA brand over the next 12 months and we are talking to HHCL to decide whether it is the right agency to help us achieve that," said Waugh. …

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