AOL SELECTS DIGITAS AND ATMOSPHERE FOR AD ACCOUNT

Work Valued at $60 Million

By Published on .

NEW YORK (AdAge.com) -- Time Warner's America Online has retained independent Digitas and Omnicom Group's AtmosphereBBDO on its $60 million interactive creative and media account.

Norwalk, Conn.-based Modem Media, partly

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One Agency to Handle Creative, Media for Interactive Assignment
owned by Interpublic Group of Cos., was also a finalist. Doner Direct, Southfield, Mich., the incumbent shop on interactive media buying and planning, declined to participate in the review.

Account responsibilities
Boston-based Digitas will handle contact strategy, online media buying and planning, and certain creative campaign responsibilities. AtmosphereBBDO, New York, has been awarded various strategic and creative duties.

The account is worth $60 million, though AOL said it would become much more aggressive and strategic online.

"AOL took a unique approach to the selection process that enabled it to retain two strategic, sophisticated and, in many ways, complementary agencies for the business," said John Lane, vice president of online marketing at AOL.

$300 million review
Separately, AOL is also conducting a review for its estimated $300 million offline media account. That review has been narrowed to three agencies, Interpublic Group of Cos.' Initiative, the incumbent; Publicis Groupe's Starcom MediaVest Group; and Aegis Group's Carat.

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Claire Atkinson contributed to this report.

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