The British Columbia Automobile Association has hired DDB Canada as its agency of record after an extensive account review.
Grant Stockwell, director of brand marketing at BCAA, said his organization’s review shortlisted Taxi, Dare and Grey Vancouver for the account. Rethink, which had long worked with the brand, did not compete because of a conflict with its Mr. Lube account and BCAA is moving into auto repair, Stockwell said.
“A lot of what BCAA is looking for is insight-driven, fact-based decision making and that lined up with DDB’s approach,” Stockwell said. “We had a very strong showing from all the agencies. It was a very difficult decision.”
Lance Saunders, the Vancouver-based executive vice-president and general manager at DDB, said the agency will provide strategy, creative, media buying and planning services in partnership with OMD Vancouver.
“[BCAA] were looking for a strong strategic and creative partner,” he said. “They are very data driven and insight driven, and they were looking for a strategic partner that could add value beyond just an agency that would give them good ads,” said Saunders.
Saunders said that while BCAA is known for its roadside assistance, the company wants to build up awareness in its travel and home insurance product lines. Currently, one in four B.C. households are customers.
Saunders said the two companies are in the process of developing a timeline and media plan that he expects will include television, radio, print and digital as in the past.
“It will be a pretty significant piece of business,” he said.
