More NewsAOL Faithful to Current Media Buying Agency

AOL Faithful to Current Media Buying Agency

The giant ISP will stick with its current partner.

America Online will stick with Initiative, its current agency of record, to handle the media portion of its advertising, reported to be worth around $300 million.

The account review took about three months and was finally narrowed to two finalists, Aegis Group’s Carat in New York and incumbent Initiative, the Interpublic Group unit with offices in New York and Los Angeles. Former finalist Starcom MediaVest dropped out last week because of a potential conflict with its existing client Disney.

AOL said it will work with Initiative on a new, broader set of objectives to support the online service’s expanded multi-product, multi-band focus. The company has been attempting to grow its broadband and premium services in the face of sagging narrowband popularity.

An AOL spokeswoman was quick to point out that the large majority of AOL’s 25 million members still uses narrowband and this area will also be supported by Initiative.

The agency will handle all media strategy, planning and buying for all AOL brands with a greater emphasis on program integration and targeting on local and national levels, AOL said Tuesday.

AOL’s interactive advertising agencies of record are Digitas and Atmosphere. Weiden + Kennedy and BBDO handle offline advertising.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts