California Auto Group Conducts Agency Search

The California State Automobile Association has tapped Los Angeles consultancy Select Resources International to conduct a search for a direct agency to handle the client’s Northern California, Nevada and Utah territories, according to SRI managing partner Catherine Bension. Billings on the account are $11 million.
The automobile association’s current direct shop, Bozell/Seattle, will participate in the review, Bension said. Its general ad agency, TBWA/Chiat/Day, San Francisco, is unaffected by the search, she added. Collateral materials will continue to be created in-house.
The selected agency will handle all direct marketing responsibilities for the San Francisco-based client, including arranging event sponsorships and creating direct response print and radio ads.
“The shop should have a proven track record in direct marketing,” said Bension, and should also have account planning and database marketing capabilities.
An agency in Northern California would be preferred, said Bension, but the client “may look outside [that area] if the fit is exceptional.”
In addition to towing and emergency car repair, the company also provides home, life and auto insurance, bond services, auto purchasing assistance, travel agency services and financial service products.
SRI will mail requests for proposals to prospective agencies in the next few weeks, Bension said. A decision is expected by early June.
SRI is also currently conducting reviews for 1-800-Contacts, Draper, Utah, and Golden Grain (new product launch), Pleasanton, Calif., as well as interactive and direct searches for Blue Shield of California, San Francisco, and Del Web Corp., Phoenix.