Trio of Ad Agencies Pitch For $100 Million Corporate Brand Account; XM Picks Two New Agencies – Brief Article
This Thursday and Friday, America Online is set to meet with three ad agencies making pitches to win its $100 million corporate branding account.
The three agencies involved include BBDO Worldwide and DDB Worldwide, both from New York, and Portland, Ore.-based Wieden & Kennedy. AOL’s executive vice president of brand marketing Len Short will oversee the meetings. Also said to be attending the meeting will be high ranking AOL executives including Jonathan Miller, chairman and CEO, Ted Leonsis, vice chairman and president of Core Services, Joe Redling, chief marketing officer and Lisa Hook president of AOL Broadband.
AOL awarded it $80 million broadband ad account to BBDO in January. Initiative Media, New York, handles AOL’s media buying and planning.
XM Satellite Radio, Washington D.C., awarded its $30 million creative advertising account to Mullen, Boston, and has awarded its media buying and planning account, worth another $30 million, to Carat North America, New York. XM had been searching for a new ad agency since March (TABR, March 24). Pile & Company, Boston, handled the review. A new ad campaign is expected to launch in July.
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