IDM Business Performance Awards

6 June 2006

Rapier wins top IDM Business Performance Award

Rapier won the IDM business performance award with their AA Team campaign for AA Insurance. It's the second time in three years that the agency has won.

In making the award, which is given in recognition of marketing achievement at a strategic and sustainable level, the judges noted "the standout proposition which had helped AA Insurance differentiate itself in a price orientated category". They were also impressed by the campaign's "positive impact on the business overall, from higher staff motivation to sales uplifts across the AA Insurance portfolio".

Motor insurance is a highly crowded market with 358 different providers. The majority of the £168 million total marketing spend is aimed at the one in five drivers who switch companies each year.

Chief Executive Jonathan Stead said: "A 32% uplift in ROI speaks for itself. But if further proof of this campaign's strength were needed, this year's results are currently even better than last year's".

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