Bray Leino was appointed to the account without a pitch following a three-month trial, taking over from Brands2Life.
Kelly Pepworth, client services director at the agency, will lead the account, reporting directly to Pete Williams, head of PR and external affairs at the RAC. Bray Leino’s day-to-day handling of the account will be managed by group account director Matt Rowntree.
The breakdown service relaunched its business in March to provide consumers with a one-stop shop for their motoring needs, sparked by the organisation being taken into private equity ownership at the end of 2011.
As a result, the brand has embarked on a series of initiatives, from launching a used cars website to offering vehicle inspections, an RAC Business Club and a tiered member loyalty scheme.
Bray Leino is tasked with supporting the in-house PR team by targeting consumer and trade media to boost awareness of the changes.
In addition, the RAC is keen to boost its image to consumers and businesses by responding quickly and proactively to issues affecting motorists, while the in-house team continues to lobby on behalf of its members about ongoing rises in fuel duty to roads and infrastructure.
Pete Williams, head of PR and external affairs at the RAC, said: ‘The team has already demonstrated great success with the press launch of RAC Advance, the first ever remote diagnostic breakdown technology, and our 25th annual Report on Motoring.’