AOL, which is relaunching AOL.com as an ad-supported portal, has chosen Aegis Group’s Carat Interactive, Omnicom Group’s Atmosphere BBDO and The Martin Agency for its estimated $50 million account.
Atmosphere BBDO, which has worked on the AOL account since 2002, will handle the campaign’s online advertising, expected to debut in early August…the campaign will aim to position AOL.com separately from AOL’s subscription offering.
Carat Interactive will oversee the campaign’s search marketing, according to AOL. The Martin Agency will handle the offline effort, scheduled to begin in the fall.
AdWeek: AOL plans to buy ads corresponding to thousands of keywords on Google and Yahoo, both of which are AOL portal competitors
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