The move follows a creative shootout between Omnicom Group's BBDO, New York, and Interpublic Group of Cos.' Hill Holliday, both roster shops. Spokesmen for Hill Holliday and BBDO referred calls to AOL, which did not have any immediate comment.
Big coup for Hill Holliday
The win, which effectively gives Hill Holliday control of the account, is a big one for the agency, whose New York and Boston offices are said to have pitched the business. BBDO is expected to remain on the roster, though it's unclear what work will be left for it to do. Media is expected to remain at Interpublic's Initiative and Omnicom's OMD.
AOL, a unit of Time Warner, spent $422 million in measured media in 2005 and about $150 million over the first half of this year, according to TNS Media Intelligence. It's not certain, however, whether and how spending will change as AOL's business model shifts.
BBDO won a large chunk of AOL's business in 2003, following a closely watched review. Since then, AOL has also worked with agencies including independent Wieden & Kennedy, Portland, Ore., which resigned it in 2004, and Interpublic's Martin Agency, Richmond, Va., which hasn't produced work recently. BBDO created such memorable AOL ads as the spot showing Sharon Stone in bed with the "running man" logo and the "Want a Better Internet?" campaign.
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