The AA hires Rhizome to boost motoring unit

The AA has hired Rhizome Media to manage a trade and consumer PR brief, raising the profile of its Motoring Services portfolio of brands including AA Cars, AA Vehicle Inspections, AA Tyres and Automyze.

Rhizome was appointed by The AA following the work it had done with consumer motoring start-up Motoriety. Last year, Motoriety announced a joint venture with The AA which saw it rebrand as Automyze.

The team, led by associate director Guy Smith, will manage a consumer and trade media relations brief “to build positive media interest in the portfolio.”

Emily Garnham, Rhizome MD, said: “Kicking off 2016 not just with a rebrand but getting the UK’s most trusted brand, the AA, onboard as a client, has been a good start to the year for Rhizome Media. At a time when clients increasingly want results rather than the usual PR fluff, our team of straight-talking ex-journalists is coming into its own.”

David Bruce, director of Motoring Services at the AA, added: “We felt it was time to shine the spotlight more brightly on our Motoring Services division and we were very impressed by the results Rhizome Media had achieved for Motoriety. It was exactly the type of media profile we were looking for and we liked Rhizome’s no-nonsense approach to PR.”