Behind the Awards | Always Ahead: The Reinvention of The AA

With the dust having settled on The Marketing Society Global Awards for 2025, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox, and the award-winning team at The AA and The Gate London, to discuss their campaign which won the award for Best Brand Communication (Large).

In this discussion, Will Harrison (Group Marketing Director, The AA) and Kit Altin (Chief Strategy Officer, The Gate London) talk us through The AA's remarkable transformation from roadside assistance provider to a brand built for every moment in your driving world. Discover how they identified the opportunity to reinvent a heritage brand, why they made the customer the hero of the story, and the creative approach behind "Always Ahead" that used humour and confidence to drive fame, emotional connection, and cultural impact.

Hear about the boldest risks they took, how the campaign transformed internal culture at The AA, and the commercial power of brand-building communications that proved effectiveness at scale.

Members can see the case study here:https://marketingsociety.com/case-studies/marketing-society-global-awards-2025-brand-communication-large-winner

Find out more about The Marketing Society Awards here https://marketingsociety.com/Global-41st-Awards