This is a story about how the AA overhauled its short-term marketing strategy.
Like many brands, the AA had been focussing on efficient delivery of short-term results via direct, targeted comms. This seemed to be working – profit was growing.
But a new team looked beyond short-term results and discovered a worrying picture of market share and membership decline, driven by increased price sensitivity and falling salience. So the AA overhauled its marketing and re-invested in brand communications.
Agency: adam&eveDDB
