Magazine article Marketing

AOL Picks Grey London for Pounds 35m Creative Task

Magazine article Marketing

AOL Picks Grey London for Pounds 35m Creative Task

Article excerpt

AOL UK plans to plough more than pounds 35m into its advertising next year on the back of its appointment of Grey London to its creative account.

The ISP, one of the biggest in the UK, announced it was reviewing its creative account in June, having worked with Mortimer Whittaker O'Sullivan (MWO) for five years.

MWO will continue to work for the ISP on a project basis and is involved in AOL's current campaign.

AOL's past advertising has featured virtual character Connie, but she is now being replaced by brand images and messages demonstrating the breadth and depth of AOL's service.

Grey fought off competition from TBWA\London, WCRS and Euro RSCG Wnek Gosper Partners for the task. It will continue its brand strategy and is expected to break a major campaign early next year, when the ISP launches the latest version of its access software.

AOL is stepping up its advertising spend to promote its content and software services and keep up with arch rivals BT and Freeserve. …

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