I-Level scoops AA brief
Digital specialist I-Level has landed another blow against the mainstream media establishment after winning the Automobile Association’s £5m digital media account, previously held by Manning Gottlieb OMD.
The digital media pitch followed the move of the AA's £30m offline media planning and buying account from MG OMD to PHD earlier this year, after the incumbent pulled out of the process.
It is another major win for the specialist sector, and I-Level in particular – the agency having recently won Orange's £8m digital media account from Initiative, as well as securing a place on the BBC Online roster in partnership with creative agency Dare.
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I-Level's first work for the brand, which follows a competitive pitch, launches tomorrow with a campaign across the AA's full business portfolio.
The brief for I-Level is to continue to grow and improve the role and return on investment of digital marketing channels for the AA's three core businesses: Roadside Recovery, Insurance and Loans.
Ed Ling, strategic development director at I-level, said: "Online already represents a significant channel to market for the AA, and we're delighted to have the opportunity to work with them to build upon this and help take it to the next level."
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