Lovell has been hired in a restructure of the RAC’s in-house comms team, with a brief to promote all the company’s services.
PR for the entire group – including its breakdown and roadside business, financial and legal services, driving school BSM and Lex Vehicle Leasing – will be overseen by Lovell when he takes up the post next week.
‘Motoring Services is where we get most attention,’ said RAC head of PR Rebecca Bell. ‘We didn’t have a unified approach to PR across the group. No one person was responsible.’
Under the restructure, head of public affairs Ann Skey will also have her responsibility for lobbying broadened.
Lovell had spent two years at T-Mobile, and worked on its rebranding from One2One two years ago.
As well as overseeing T-Mobile’s PR, he managed the company’s internal comms, public affairs, CSR and community liaison.
Lovell confirmed that one of the first tasks in his new role would be to hire a head of brand standards.
‘As the RAC brand extends, the way in which it is applied across our businesses will become increasingly important,’ said Lovell.
The RAC’s restructure of communications comes as competition in roadside services increases and rivals such as the AA continue to offer more non-traditional services, such as insurance and financial services.
The RAC is about to launch its new legal advice and services business, RAC Law, aimed at motorists.