Brief Description: By 1992 AA was suffering increased competition from RAC and National Breakdown, and a loss of fees and members. Campaign needed to put across the high standard of their service, previous campaigns had stressed friendliness but now needed to stress professionalism and justify the price. In 1993 ‘4th Emergency Service’ started with an immediate increase a ‘reliable and trustworthy’ image. (Omnicar) results were an increase in memberships in 1993/4 with membership sustained in 1995. Morale improved among AA staff. Bronze Prize winner. ---(TAGS)---Full Title: Automobile Association - AA - No More Mr Nice Guy; Number: 1996/203; Brand: Automobile Association; Client: Automobile Association; Product Category: ; Agency: HHCL and Partners; Author: Jon Leach and Roger McKerr; Prize Winners: Bronze; Marketing award for innovation (Adworks ref: Advertising Works 9)