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The Automobile Club of Southern California plans to begin using an umbrella branding strategy and has launched a creative and media review for the assignment.
The 102-year-old organization, based in Los Angeles and an affiliate of the American Automobile Association, said the account involves advertising in four states and is budgeted at $5-10 million.
The auto club has sent RFPs to eight shops that have a Southern California presence, said Michael Johnson, client vp of marketing and product management.
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