The AA recently signed a 10-year partnership with the Bank of Ireland (UK) to provide bespoke financial products including credit cards, savings products and loans, with mortgages planned for later this year.
Headland's brief is to relaunch the AA's financial services brand, build the AA’s reputation as a trusted financial partner and promote its expanding suite of products.
Ian Crowder, head of PR at the AA, said: "During the pitch process, Headland emerged as our preferred PR partner as it 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, partner at Headland, added: "We’ll be working to build on the AA’s solid heritage in the sector while delivering campaigns that tap into issues consumers face today."
Headland also handles the AA’s financial comms account – and earlier this month won a UK corporate comms account for PepsiCo previously held by Freuds for more than a decade.