The AA has appointed digital studio 383 Project as a retained agency to deliver its experience strategy, managing the design and build of all of its digital platforms, products and services.
The AA is the leading vehicle breakdown company in the UK, with a 40% market share. Today it operates in several markets, including insurance, financial services and B2B and has over 3 million paid personal members.
Following a competitive pitch, Birmingham and London based 383 will start work with The AA on a number of projects under its digital transformation umbrella, with the agency planning and delivering the guiding strategy.
Thom Groot, The AA’s digital director, said: “383 was without doubt our first choice. The team’s ability to understand our business needs was unrivalled and their strategy fits perfectly with our future visions. We’re really excited to be partnering with them at such an important developmental stage in our company’s growth.”
Commenting on the appointment, Dan Archer, marketing director at 383, said: “Clearly we’re thrilled to have been appointed by such an established and respected brand as The AA. Our focus is on getting big organisations fit for the future and that is exactly what we’ll be doing for them. As a household name with millions of customers, our innovative strategy will deliver The AA a flawless digital experience."