The AAA, previously known as the Northern California State Automobile Association, had been with Interpublic Group of Cos.' Suissa Miller, now merged into Dailey & Associates, West Hollywood, Calif.
Other contenders in the account competition included WPP Group's J. Walter Thompson West; Publicis Groupe’s Publicis & Hal Riney; Omincom Group’s Goodby, Silverstein & Partners, and independent shop Grant, Scott & Hurley, all San Francisco. Goodby Silverstein and other shops dropped out during the process.
The AAA has evolved over its history from an automobile club into an organization offering travel as well as financial services.
For See, the win helps build their agency, which has been dominated by one account, video-game maker Electronic Arts.
CEO Eileen Arbues said the AAA of Northern California has been off the air for several years and plans to return to broadcast advertising with both a branding effort as well as tactical campaigns for auto insurance. Out of home and print is also planned.