/2026

Background. It had been a challenging few years at The AA, with a private equity buy-out, a new CEO and Executive Team, and the disruption of COVID. But with a new strategy and new leadership in place, the business was ready to look ahead.

The challenge was to:

• Share the story behind the new strategy

• Unite employees around a common purpose and vision

• Build confidence in the new leadership team and the future of The AA​

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Deliverables. A communication strategy built around a set of key ‘enablers’ designed to bring the strategy to life across data and technology, culture and capability, risk and compliance.

The real challenge was cultural. The AA needed to evolve while protecting the things people loved about the brand. There was huge pride in being part of The AA, but that pride could also make change harder to embrace. There was no obvious ‘burning platform’.

The solution was brought to life through a roadshow experience, including displays, presentations, films, activities and games, giving people a tangible way to understand the strategy, connect with it and see where they fitted.