The RAC is beefing up its legal services offering and is on the hunt for a PR agency to support its expansion.
The roadside breakdown company is aiming to take advantage of changes to regulation in the delivery of legal services.
The changes enable the RAC to offer its motoring legal services – which comprise personal injury claims, legal expenses insurance and accident care – to non-members for the first time.
The successful agency will be charged with bolstering the profile of the RAC’s legal services advice line via a concerted consumer media relations push to target motorists, as well as a trade campaign to build its credibility among solicitors and the insurance industry.
RAC head of PR Rebecca Bell said the company wanted an agency in place by January and planned to shortlist four firms to pitch for the business before Christmas. Fees for the account are understood to be in the region of £100,000.
Bell said that since its RAC Legal Services division is based in Bristol, it was ‘interested in hearing from agencies outside London’. Lansons
Comunications – which is the firm’s sole retained agency, working on its financial services portfolio – is not pitching.
‘There are no existing brands in [the legal services] marketplace so this is the right time to raise our game. The RAC has been around for over 100 years and is a brand people trust,’ said Bell. ‘Our consumer legal services have so far been a well-kept secret but it’s now a big area of strategic growth.
Its legal offering is likely to be promoted under the sub-brand RAC Law, competing against high-street legal specialists as well as motoring
rival AA. The pitch will be overseen by Bell alongside media relations manager Nina Arnott and RAC Legal Services MD Eddie Ryan.