Like many brands, the AA had been focussing on efficient delivery of short-term results via direct, targeted comms. This seemed to be working – profit was growing. But a new team looked beyond short-term results and discovered a worrying picture of market share and membership decline, driven by increased price sensitivity and falling salience. So the AA overhauled its marketing and re-invested in brand communications. The resulting campaigns rebuilt salience and image, increasing both acquisition and retention. The strengthened brand enabled the group to raise prices – driving stable revenue growth and delivering a profit ROMI of £2.23 for every £1 invested.