After a competitive RFP process against five other agencies, Toronto-based Denneboom has been named AOR for CAA South Central Ontario.

The agency will handle strategic planning and media executions for the Canadian auto association synonymous with roadside assistance.

It’s a mid-sized client with a “significant” media spend, says Jack Denneboom, president of the agency.

It officially picked up the account in May, and will rollout the first major campaign around the fall (smaller pushes have already hit the streets, he says). The agency will continue forward with a branding campaign by Extreme Group, which introduced a new tagline and TV push in February.

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