Headland hired by the AA for financial services

The AA's financial services arm has hired Headland to handle its corporate and product communications.

We will be working to build on the AA’s solid heritage in the sector while delivering campaigns that tap into issues consumers face today.

It follows Headland’s multi-award winning work on the IPO of the UK’s most trusted brand.

In June 2014, Headland advised a management buy-in team, backed by leading UK institutions, which simultaneously acquired and floated motoring services group, the AA.

This unique transaction raised £1.35bn and was the biggest IPO in the UK in 2014 and second biggest in Europe.

Headland worked closely with the buy-in team throughout its approach to the AA’s private equity owners and subsequent public offering.