The AA has announced the appointment of Goodstuff Communications as its media agency of record, effective immediately.

After two years working with Carat, the AA felt it was time to refresh its strategy with a new agency partner. 

This change comes at a time where the AA is looking to further accelerate its brand transformation, on the journey to becoming the UK’s number one provider of everyday driving services, and reflects the rapid evolution of the business and brand.

James Frost, AA's chief innovation officer, says, “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, adds, “As the AA accelerates their brand transformation programme we’re excited they have chosen Goodstuff to help them create market defining media work that helps keep the brand progressive and relevant.”