Rapier has stemmed the flow of account losses by landing the direct marketing and digital business for breakdown service the RAC, worth a reported £7m.
The agency will replace Balloon Dog and digital agency Glue Isobar on the accounts and will work across direct mail, press and online.
It is understood Rapier’s experience on the AA business – which it lost three years ago – was critical to the appointment. Much like the AA, the RAC has expanded beyond roadside rescue to offer direct insurance, legal services and vehicle checks and examinations. The company was bought by Aviva in March 2005 for just over £1bn. Abbott Mead Vickers has handled the advertising business since 2005.
The win is one of the first for Rapier since it moved into its new 23,000 sq ft office in Battleship Buildings, the former Moonson HQ in London’s Paddington.
Soon after moving in it lost both the Virgin Media and Lloyds TSB accounts, both worth over £40m each, and both employing numerous teams.
The agency also lost highly-respected creative director John Townshend, who left to set up his own agency, Now, with former COI chief Mark Lund and ex-Partners Andrews Aldridge planning chief Kate Waters. Townshend was replaced by former Lowe London creative chief Ed Morris.
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