The AA Appoints The Gate as Its CRM Agency

Following a competitive pitch led by The AA, The Gate has been selected to oversee all its CRM activities. Other shortlisted agencies included Five by Five, Iris and TMW Unlimited.

This win builds on The Gate’s appointment as lead Creative Agency for The AA in 2022 and brings together the brand and customer experience. The Gate will now be responsible for creating work targeting The AA’s national base of roadside members as well as its breadth of customers across all of its business units, including; Insurance, Loans and Driving schools.

The Gate’s brand work for the AA has been highly lauded since the release of its ‘It’s ok, I’m with the AA’ campaign last year, since then two new ads have aired and the agency recently picked up three Marketing Society awards for: Campaign of the Year, Effective Use of Insight and Data and Best Brand Team. 

The new appointment also marks the Gate’s first significant win since merging with leading CX agency, MBAstack at the end of March.

Jon Fisher, group head of customer marketing at the AA said, “At the AA, we are on a mission to deliver the best possible customer experience for all AA members. 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.”

Jamie Elliott, CEO at The Gate said, “We are so proud to be growing our partnership with The AA. We have been on a brilliant journey together over the past 2 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.”