The AA: How an unwavering commitment to marketing science drove the AA to new heights

The AA, a motoring association, increased brand perception and recommendation by showcasing its technological innovations and sympathising with people stuck at home during lockdowns.

Campaign details

Brand: The AAAdvertiser: The AAEntrant: adam&eveDDB Category: Single MarketPrincipal authors: Claire Strickett, adam&eveDDB; Alexander Brown, The AAContributing authors: Will Harrison, The AA; Les Binet, adam&eveDDB; Andrew Deykin, Data2Decisions; Heather Alderson, adam&eveDDB; Hugh de Winton, adam&eveDDB; Christian Dapp, The AA; Rachel Gibbons, The AA; Beth Wilson, adam&eveDDB; Jackie Ronson, The AA

Executive Summary

Many IPA papers start with a problem – a dashboard of flashing red lights.

This paper is different. It picks up from a success story told in a 2018 IPA paper – a tale of...

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