The Gate adds CRM business to AA creative account

The AA has drafted in The Gate to handle all of the organisation’s CRM activities, strengthening its relationship with the MSQ-owned agency which picked up the creative business in 2022.

The move follows a competitive pitch involving Five by Five, Iris and TMW and will see the agency behind the “It’s OK, I’m with the AA” campaign (pictured) bring together the brand and customer experience accounts.

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

AA group head of customer marketing Jon Fisher 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.”