Omnicom Group's atmosphereBBDO, New York,
The media portion of the interactive account represents the majority of the budget, although a spokeswoman declined to specify a figure.
The AOL spokeswoman also said the interactive review is separate from the estimated $300 million U.S. media review for the AOL account. RFP letters for that review have not gone out yet. Pile & Co., Boston, is conducting that search.
In a statement, atmosphereBBDO said, "We fully understand AOL's decision to conduct a review. We have a great relationship with AOL and are proud of the work we have produced together for the launch of AOL 9.0 Optimized." Sibling BBDO Worldwide handles non-Internet advertising for AOL 9.0 and related broadband services.
The review brief includes creative resources, agency staffing, media buying and planning and direct response. AOL is seeking a shop with a dominant interactive practice on the East Coast or with an office in the mid-Atlantic region.
Susan Goodman, Goodman & Co., New York, is the review consultant; John Lane, AOL's vice president for online marketing, is leading the review. While it declined to name agencies that were sent RFP letters, AOL said it was looking for media-only and creative-only agencies or agencies that do both.
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Claire Atkinson contributed to this report.