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USAA Selects Campbell-Ewald

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BOSTON Insurance and financial service firm USAA said it has tapped Campbell-Ewald, the Interpublic Group agency in Detroit, to handle creative and media chores on its ad business following a review, the client said today.
 
USAA typically spends $15 million annually on ads, and spent about $6 million in measured media during the first nine months of 2008, per TNS Media Intelligence.
 
The San Antonio-based client said C-E shares its values and possesses a good understanding of its largely military membership. The agency's work in that sphere, notably for the U.S. Navy, played a role in its selection by USAA.
 
Added Jim Palmer, C-E president: "USAA has such a wonderful story to tell and we look forward to sharing that story."
 
USAA went into play in October following its split with IPG's Deutsch in New York. That shop handled the account for a year. Since then, the client has parted with its president and CEO Bob Davis -- replacing him with retired Army Major General Joe Robles last December -- as well as CMO Dawn Johnson and svp, marketing Michael Grasso.
 
Other review contenders were not disclosed.
 
Twenty-five U.S. Army officers seeking auto insurance formed USAA in 1922. Today the company has 6.7 million full and associate members. Its products and services are only available to those who have served in the U.S. military and their extended families.