Pragma evaluation leads to £437 million RAC takeover

Task:
To evaluate the customer, brand and service proposition of RAC.

What we did:

• In depth review of the RAC brand with customer/non-customer focus groups
• Evaluation of the service proposition by accompanying patrol call-outs
• Call centre workshops
• Brand evaluation studies and internal senior executive workshops
• Internal workshops/agency briefs and presentations

Result:
Lex acquired RAC for £437 million.

The repositioned business has become the key profit growth contributor to the group.