The AA briefs Headland Consultancy

The AA’s financial services arm has hired Headland to handle its corporate and product communications, following a competitive pitch.

Headland will relaunch AA’s financial services brand, build the the company’s reputation as a trusted financial partner and promote its suite of products.

Last year, the AA signed a 10-year partnership with the Bank of Ireland in the UK to provide financial products including credit cards, savings products and loans, with mortgages planned for later this year.

Ian Crowder, head of PR at the AA, said: “During the pitch process, Headland emerged as our preferred PR partner as they showed a combination of sound strategic thinking and some great creative ideas to deliver what we need.

“The AA was one of the first non-traditional providers to enter into financial services, more than 30 years ago.  Now is an exciting time for our FS business as we relaunch with a number of new competitive products, offering members something extra.”

Suzanne Morris, Headland partner, added:  “The AA is one of the most trusted brands in the UK so we’re thrilled to be working with them to relaunch the financial services business.  We’ll be working to build on the AA’s solid heritage in the sector whilst delivering campaigns that tap into issues consumers face today.”