D'Arcy Masius Benton & Bowles was awarded the $5-8 million Auto Club Group advertising account following a review.
The Auto Club Group is the holding company for more than 3 million members of AAA Michigan, Nebraska and Wisconsin and AAA Chicago.
D'Arcy, Troy, Mich., was selected because the agency showed it can think strategically about the AAA brand, said Mark Lee, Auto Club Group vice president of strategic planning and marketing. The assignment includes advertising support for all products offered by AAA.
Winning new business and diversifying its client base has been a recent emphasis at the agency, whose lead clients are General Motors' Cadillac and Pontiac brands, said president Patrick Sherwood.