The motoring organisation, which is now owned by insurance group Aviva, moved its business to the agency without a pitch.
David Lewis, RAC commercial director, said: "AMV BBDO has a proven track record with Norwich Union through the highly successful 'Quote me Happy' campaigns and it makes sense for a single agency to further develop the RAC and Norwich Union brands."
The RAC was sold to financial group Aviva in March of this year for £1bn. Aviva also owns insurance firm Norwich Union.
AMV won the £11m creative account for Norwich Union's life and insurance products in June last year.
Farah Ramzan Golant, chief executive, of AMV, said: "After our initial chemistry and development meetings, we think we have a meeting of minds on our future direction together and are fired up and ready to hit the ground running."
The appointment of AMV signals a new direction for the RAC, which has done little advertising in recent years, choosing instead to focus on below-the-line work.
Earlier this year, the RAC said it planned to increase its £25m promotional spend by 20% to give greater marketing power to core areas of its business: roadside assistance, motor insurance and legal services.
At the heart of planned activity is a DRTV campaign, created by direct marketing agency Partners Andrews Aldridge, promoting the RAC's legal services.
Partners Andrews Aldridge was appointed to handle its £10m direct marketing account last summer after it had been without a DM agency for a year.
Partners won the business following a six-way pitch with the brief of marketing the RAC's CRM programme via direct mail, press, online and direct response TV ads. Prior to the appointment the RAC worked with WWAV Rapp Collins.
The refocus of its marketing strategy follows a review that saw a number of roles made redundant and the merger of internet operations with its group marketing function.
Last year, the RAC ranked top for customer satisfaction in the authoritative JD Power Roadside Assistance Study, beating its arch-rival the AA.
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