Other participants in the review included Grey Global Group's Grey Worldwide, Los Angeles. Grey's direct mail unit, Grey Direct, continues working with the auto club.
Founded in 1900
The Los Angeles-based auto club, one of the largest in the nation, was founded in 1900. Like many auto clubs nationwide, the club provides roadside assistance, a service, however, has been under pressure from other providers ranging from insurance companies to discounter Wal-Mart.
The auto club, with 7.5 million members in Southern California, Texas, New Mexico and Hawaii, wants the new campaign to grow awareness of its offerings, which include insurance, financial and travel services.
"We haven't done a lot of branding at the corporate level, and we want to grow awareness in terms of our core competencies," said Mike Johson, vice president of marketing and product management.