10 Questions on Advertising… with AA group marketing director Will Harrison

But we also asked Will Harrison, group marketing director of The AA, to reveal how agencies should sell themselves, how they mess up, and the secrets to making work that works. And he’s very well placed to answer.

Having shifted from agency life to a client-side role at Carphone Warehouse (where he rose to head of advertising, traveling across the world for a Keith Lemon-fronted campaign), Will then spent a year at Three, leading its LadBible partnership and cross-channel activity.

He moved to The AA as head of brand marketing in March 2020, meaning his first task was to lead the brand through Covid-19, before rolling out ‘It’s OK, I’m with The AA’, a multi-award-winning campaign laced with humor that’s loved by all corners of the UK except Swindon.

The campaign’s success saw Will promoted to group marketing director in March 2024. And that’s a role of such esteem that we’ll forgive him for cheating our system and creating his own perfect day in question one…

1. If you could go back and relive one day in your career, which would it be?

There are too many to choose from! Miami beach with Keith Lemon for Carphone Warehouse was brilliantly surreal… the moment the ‘Love that feeling’ (AA x Tukker the dog) campaign went live as lockdown lifted, after months of late nights… laughing while filming content with a young pre-fame Lewis Capaldi in Glasgow with Three mobile… the day out in the sun with my team at Creative Circle in Margate last year, with beers on the beach following winning three Marketing Society awards for ‘It’s OK’ including best brand team. Maybe I can have them all rolled into one day?!

2. …Now tell us about the day that still gives you nightmares.

When my boss got a splinter in his toe on a sand dune on a shoot in Dubai and the agency account director diligently performed an attempt to pull it out.

3. Who gave you the piece of advice you still live by – and what was it?

A colleague once told me “be present” and it’s always stuck.

4. What piece of work done by someone else are you truly jealous of?

I love the ‘Never say no to panda’ cheese ads for their scripting, SFX, suspense and humor. And then there’s the ‘Whatever’s Comfortable’ Southern Comfort beach ad for the music, simplicity and swagger…

5. What’s your elevator pitch to people thinking about getting into the advertising industry for the first time?

If you have a curious mind, like finding creative solutions to life, appreciate creative craft and are fascinated by human behavior, it’s for you. Don’t be precious about how you get into it, just get into it. Then listen, keep listening, learning and doors will open.

6. A lot of the bigger campaigns you’ve worked on have been grounded in humor. What attracts you to that?

Humor engages, unites and cuts through. It is proven to create positive perceptions and drive commercial results. Plus, it’s great fun to work on from concept to production. I’ve laughed so hard I’ve cried in some script meetings, and shouldn’t we be trying to spread some joy?

7. What’s the biggest mistake agencies make when they’re trying to sell in a ‘big idea’ to a client?

Taking you through too many ‘big ideas.’

8. Above all, what’s the single most pertinent characteristic you look for when choosing to work with an agency?

No ego, genuine passion and engagement and a common ambition to set the bar high (and higher and higher)…

9. Street Fighter…Kurupt FM…East 17…Red Bull Soapbox… you’ve done some pretty cool collaborations. How do you ensure you get the best out of them – and what’s the dream collaboration that’s so far got away?

If you make it clear what your business objective and audience objective is, then beyond that I think it’s about being brave to push the work and your partners with an open, honest, ambitious, collaborative mindset. I think sometimes clients forget it’s part of their job to get their agencies and partners excited about making great work for their brand too.

And as for a dream collaboration? I’ve always fancied doing a James Bond collab. Maybe one day…

10. How do you survive a day with Keith Lemon?

You just enjoy the ride and keep the cameras rolling and snapping! Leigh Francis is a very talented guy. His commitment, passion, natural sense of humor and attention to detail as Keith Lemon was genuinely amazing.