The appointment ends the AA's relationship with Dentsu-owned Carat, which has been working with the brand for two years since picking up the account from Starcom in 2016. Carat is not believed to have repitched for the business.
This change comes at a time where the AA (which is thought to spend around £14m on media) is looking to "further accelerate its brand transformation" to overtake rivals. It said the appointment "reflects the rapid evolution of the business and brand".
Last week, AA marketing director Cheryl Calverley departed the business in the midst of the review, after three years with the company.
The car-breakdown service has yet to confirm plans for a replacement,saying in a statement: "We’ll be taking our time to consider how we we move forward to continue the brand transformation journey that [Cheryl] has begun, as we further deepen and strengthen our relationship with UK drivers."
James Frost, AA's recently-installed chief innovation officer, said: “We are delighted to welcome Goodstuff on board, and look forward with excited anticipation to them living up to their promise, of only ever delivering the good stuff.
“We would also like to thank Carat for their work over the last couple of years.”
Andrew Stephens, co-founder of Goodstuff, said: “As the AA accelerates its brand transformation programme we’re excited it has chosen Goodstuff to help it create market defining media work that helps keep the brand progressive and relevant.