After an extensive review, AAA Michigan, the largest automobile insurer in the state, has chosen TraverRohrback as agency of record on its estimated $2-3 million account.
The Kalamazoo, Mich.-based agency bested incumbent Simons Michelson Zieve, Troy, Mich., in the final round of the review. SMZ had handled the account for seven years, according to Art Steiber, AAA Michigan's marketing communications manager.
The review began in October when the Dearborn, Mich.-based company began looking at a long list of agencies, all within the state, Steiber said. "We felt it was worth doing some comparisons as we were looking to meet new challenges in the marketplace," he said.
AAA Michigan operates an auto club and also offers travel and financial services. The company currently has 1.7 million members across the state, but competition is increasing from other companies offering similar services, Steiber said.
Most of AAA Michigan's advertising budget is focused on radio and print work, although a return to TV is a possibility down the road, Steiber said.
Leading the account at TraverRohrback will be Steve Kunkel, the agency's accounts services director.
The shop will have a dual focus on the new account, Kunkel said. Along with developing a brand identity for AAA, the other priority will be to increase the company's sales. "As with any service marketer, you're always trying to find a reason for people to want to go there, versus the competition," Kunkel said. "It has to be about more than price, otherwise you're just in a price war."
Steiber said AAA Michigan chose TraverRohrback based on the agency's creative ability, media philosophy and strategic thinking.
The agency's other clients include the Blue Care Network of Michigan, Borgess Health Alliance and the Michigan Department of Agriculture.