Canadian Automobile Association South Central Ontario hires OgilvyOne
The Canadian Automobile Association South Central Ontario has retained OgilvyOne Worldwide of Toronto as its new marketing and advertising agency. Three other unidentified firms were also considered in the final phase of the association’s review. The term of the account is two years, with an option to renew. “It was a methodical yet very enjoyable process and, in the end, a fairly clear decision for us,” said Leeann Hudak, director of marketing at the association. “OgilvyOne gave us some very strong creative direction, but it was the scope and intelligence of their strategic thinking that won the business for them. Our requirements are quite diverse, across three businesses and several product and service lines, so we were looking for both broad and consistent brand-building capability. We came to the conclusion that OgilvyOne had a strong focus on strategy that will help us diversify yet focus our presence in the marketplace.” The organization’s three business areas are its membership club, insurance and travel services. The association has approximately 1.8 million members. OgilvyOne will work to increase the association’s membership and to increase awareness and sales of CAA products to existing members.