At the UK Creative Festival in Margate, Stephanie Nattu, Managing Director at Creativebrief, sat down with Will Harrison, Group Marketing Director at The AA, Rob Bovington, Executive Creative Director at The Gate, and Lucas Peon, CCO at The Gate, to discuss the AA’s new ‘It’s OK, I’m with The AA’ brand platform and the importance of having confidence in your message.

The new brand platform is an astute example of how having confidence in a message connects with customers. The campaign marks a step change for the AA, using humour to communicate a message of reliability and certainty, while rejuvenating the brand for a new generation of vehicle owners.

‘It’s OK, I’m with The AA’ began with a big internal project around the AA’s purpose, with the team having to consider how and why the AA exists to serve the modern consumer, to land on clear messaging. As the discussion delved deeper, Harrison explained that with confidence and trust at the core of the brand, the team wanted to create a long-term brand platform that is both simple and memorable.

You can check out the full panel discussion below or alternatively, you can read BITE's key takeaways here.