Tin Man won the work following a three-way pitch.
The brief focuses on changing perception of the organisation from more than just an information service into an exciting and relevant service for drivers. The PR campaign also aims to increase awareness of IAM courses and generate an emotional connection with its audiences.
Mandy Sharp, founder of Tin Man, said: "Our interpretation of the brief was to encourage people to think and feel differently about the IAM offering, making it culturally relevant to our lives. Our campaign is a real step change for IAM and is designed to encourage a reappraisal of the brand and appeal to a younger target audience."
The PR programme will launch later this year and is expected to lead to further projects in the future.
Ben Schofield, comms manager of IAM, said: "2015 will be a turning point for us perception wise as we change our approach, and appeal to new audiences with our modular courses. We were immediately impressed that Tin Man dissected and understood the task ahead and pitched creative ideas that were totally on brief."