AA names Splendid Communications as its consumer PR agency

The UK’s leading breakdown service, the AA, has appointed Splendid Communications to provide content and consumer PR support for its current summer campaign, following a competitive pitch.

Led by the agency’s new head of performance, Gavin Taylor, the Splendid team has been briefed to activate an integrated PR and content campaign to drive awareness of the British brand, with a particular focus on the benefits of being a member of the AA.

The team will also help enhance awareness of the AA’s “because anything can happen” strapline, which is part of its current ATL campaign to drive home the message that the AA always aims to ‘fix the person before fixing the car’.

Cheryl Calverley, head of group marketing at the AA, said: “The Splendid Communications team presented an impressive pitch with clear strategic thinking and creative ideas that fitted our brand personality. We look forward to working with them to accelerate the transformation of a brilliant British brand that has been part of the fabric of the nation for the past 111 years.”

Splendid Communications MD Niki Hunter-Ekins added: “We’re delighted to be working with such an iconic British brand that has stayed so true to its values since day one in 1905. It’s a great brief and we’re keen to get behind the wheel and drive the campaign forward.”