Special Group's managing director Michael Redwood wasn't sure who else was involved in the pitch but says it's a very significant win for the agency and is similar in scale to TSB (the recently launched campaign for AA's comprehensive car insurance was done by Ogilvy, which is thought to have pitched for the business).
"AA Insurance is a dynamic company that has an incredibly smart team of people," he says. "There is a mutual desire to build a strong business partnership, which fits the Special model perfectly."
Special will manage all ATL communications for AA Insurance and Twenty has been appointed to manage BTL communications and data insight.
"Finding agencies that work as a true extension of your own marketing team can be a challenge," says AA Insurance head of marketing Richard Park says. "But Special and Twenty get us. They get our brand, they get our people, they get our business."
UPDATE: Park wouldn't be drawn on who was involved in the pitch either but said all of the agencies were of a very high standard.
He added that there was no media pitch and Starcom remains as the incumbent.
Twenty’s director Simon Breed says AA Insurance is a customer focused business and its decision to appoint specialist agencies is indicative of that.
Special's appointment takes immediate effect, while Twenty is unwinding current activity with State prior to taking on the business.
AA Insurance is a significant player in the New Zealand insurance market and has grown steadily in the B2C domestic insurance market. In the most recent Reader's Digest Survey it was voted as 'The Most Trusted' insurer in New Zealand.