The AA sticks with Unanimis despite ad account repitch

NMA 10 December 2009

Breakdown service the AA has reappointed Unanimis to exclusively handle its online ad sales ahead of a refresh of its website.

The Orange-owned sales house competed in a four-way pitch to retain the account, which it has managed for four years.

Unanimis will continue to sell all online and mobile advertising for the AA, such as integrated campaigns and sponsorships.

The reappointment comes as AA sister brand Saga, the over-50s travel and insurance group, moves its online sales account in-house.

Martin Smith, director of media for Saga/AA, said the account has moved from Unanimis as the site was “best represented by its own sales team”.

He said the AA put its account out to pitch because it wanted to take a fresh look at its online sales account. “We’ll be asking Unanimis to advise us on how we can better monetise mobile,” he added.

The AA will roll out new functions on its site by the end of December.

The breakdown service launched an online hotel and booking service this year. Using a white-label offering from the Expedia Affiliate Network, it lets users reserve hotel and bed-and-breakfast accommodation in the UK. In August Orange bought Unanimis in a deal estimated to be worth £10m to £15m. It combines its ad services with Unanimis’s mobile and ad operation.

Unanimis represents sites such as ASOS, Gumtree and Ticketmaster.

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