The AA Appoints The Gate as Lead Creative Agency

Following a competitive pitch led by Oystercatchers, which began in September this year, The AA has selected The Gate as its lead creative agency. The other two shortlisted agencies were Anomaly London and New Commercial Arts.

The collaboration between the two has come at an important milestone for the AA’s iconic brand. Earlier this year, the independent Which? report awarded the AA ‘recommended provider’ status, an achievement held for five consecutive years due to our excellent service and Patrols.

With more than 12.7 million customers, the AA is the country’s largest breakdown company rescuing more than 8,000 drivers a day. The Gate will help deliver key creative campaigns alongside a broader strategic framework and a revitalised brand strategy to expand its continued growth and modern evolution further.

Mark Felix, group CMO at the AA said, “I am pleased to appoint The Gate as our new partner and am looking forward to working with them. We have great ambitions for the future so this is an exciting time to build on our market leading brand, propositions, and customer experience.” 

With Will Harrison, the AA brand director, who will be the Lead for the new relationship, adding, “The Gate are an exciting, talented bunch and fully match our excitement and ambition to grow the AA brand alongside demonstrating a good understanding of the business objectives. I can’t wait to get to work!”

Jamie Elliott, CEO of The Gate said, “We are super excited to be working with the AA team, because of their bold ambitions for the business, brand and this new partnership.  We can’t wait to get started and do some wonderful work together.”