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The American Automobile Association might have great brand recognition, but in a world of cell phone apps for directions, trip planning and ride-shares, many people under age 45 think of AAA as something for their parents, not them.
To drive customer acquisition among younger generations, Scott Lugar, CMO of AAA Club Alliance, the affiliate that represents 13 states mostly along the East Coast and Washington, D.C., revamped the marketing strategy. He slowed the volume of direct