Episode 6

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

Published on: 19th December, 2025

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

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About the Podcast

The Marketing Society Podcast
The Marketing Society is for marketers who mean business. We are the global community that expands perspectives on what we can achieve together.
The Marketing Society unites and uplifts marketing leaders to accelerate business growth. Since 1959, we have grown into an influential community of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of The Marketing Society Global Awards, GCC Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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