Carat UK Takes Over the AA's £12m Media Account

Carat UK will take over the media duties from the incumbent Starcom effective immediately, however the above-the-line creative work will remain with adam&eveDDB.

“The AA are an iconic British institution and we’re massively pleased to be their new agency partner,” said Rick Hirst, Carat UK chief executive. “What attracted us was their ambition for the business and brand as their model and offering evolves. It’s a great challenge and an equally great opportunity. We really enjoyed the pitch process and now it’s time to get cracking.”

Chris Harris, director of group marketing, data & insight at the AA, said: “We are undergoing unprecedented transformation as a business, and media is playing an increasingly important role in our business success.”

He added: “We are extremely pleased to have Carat as our new agency. They shone in the pitch process against some very good competition, displaying a passion for our brand, strong leadership, compelling strategic clarity and excellent media expertise. We are looking forward to a new chapter in our marketing effort as they join our family of agencies.”