Motoring association The AA has selected The Gate as its CRM agency, building on the London firm’s appointment as its lead creative partner in 2022.
The moves follows a competitive pitch process in which The Gate came out on top against the likes Five by Five, Iris and TMW Unlimited. It will now oversee all of the AA’s CRM activities.
The agency will now look to produce work that targets the association’s national base of roadside members as well as its extensive customer base across its business units, which include Insurance, Loans and Driving schools.
“At The AA, we are on a mission to deliver the best possible customer experience for all AA members,” said group head of customer marketing, Jon Fisher.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“The Gate are the perfect agency partner to support us in delivering this ambition through development of compelling customer marketing and rewards programmes that drive real value for our members. We are confident that together we can replicate the success of the brand work in our CRM.”
This latest move will see The Gate build on a series of highly successful eclectic campaigns it has produced for the AA, which have garnered numerous marketing society awards.
The Gate CEO Jamie Elliott added: “We are so proud to be growing our partnership with The AA. We have been on a brilliant journey together over the past two years building firm brand foundations and are thrilled to add to this the opportunity to transform the customer experience through our CX, data and martech chops.”
