AOL is hungry to reconnect with consumers, and has launched an agency search to craft its next brand campaign.
People familiar with a request-for-proposal sent out by AOL said the company is looking to refresh its image and get the word out on “why people should care about AOL again” noting that consumers don’t know “what we’re up to today” or “what value we deliver.” It’s understood that the company is looking to award the assignment to an agency by early March.
The move comes as AOL struggles with finding its footing against competitors such as Google and Yahoo, and after major operational changes at the company following its acquisitions of Huffington Post and Techcrunch. People familiar with the RFP also said that AOL is looking to tell its story in a way that “captures emotions” and lets consumers see how is “relevant as a brand.”
Maureen Sullivan, senior VP-brand of marketing and communications, did not provide detail on the matter, but said that AOL frequently talks to creative partners.
Publicis Groupe’s Leo Burnett picked up creative work for AOL in September 2009, but the agency has not worked with AOL since 2010.
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