Appointed in December 2010, Sapient Nitro came through a multi-stage creative pitch to win the contract.
Each project is still in the design phase but the main websites of the brands will be redeveloped simultaneously and further plans are in place to expand across new online channels, according to the consultancy.
Sapient Nitro says it will have to balance the delivery of ‘new digital experiences’ with customers’ expectation from traditional channels.
Malcolm Poynton, chief creative officer of Europe at Sapient Nitro says, ‘We will act as digital guardians throughout both the Saga and AA brand projects, while at the same time engaging customers with a whole new experience online.’
He adds, ‘We want to help each brand create a welcoming sense of community, as well as showcasing their products and services in a fresh and stimulating way.’
Both sites are expected to be complete by mid-2011.