AA brings in CDR ahead of potential company float

The AA has drafted in Citigate Dewe Rogerson, fuelling speculation that its venture capital owners are preparing to float the breakdown recovery and insurance company.

CDR executive director Simon Rigby and consumer, retail and industrial director Steve Marinker are handling 'City and corporate brand awareness'. The account is believed to be worth around £125,000.

AA Roadside PR manager Sue Beeson said CDR had been appointed without a pitch. AA CEO Tim Parker worked with the agency when he was CEO of repair chain Kwik-Fit (PRWeek, 14 May 2003).

Beeson would not be drawn on a possible listing or sale of the AA, but hinted that CDR's financial comms role would expand.

'It will not be doing City PR straight away. But as we move through the relationship we will see where we are,' she told PRWeek.

Private-equity firms CVC Capital Partners and Permira acquired the AA for £1.75bn in July last year.

The acquisition was followed in June by cost-cutting, which saw the loss of 280 jobs. Another 100 jobs will go at its insurance arm.
At the AA, CDR is working alongside fellow Huntsworth agencies The Red Consultancy (insurance and consumer comms) and Citigate Communications (B2B comms).

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