Initiative, which was the incumbent agency,
Joe Redling, AOL's chief marketing officer, said, "They [Initiative] know us well and used that knowledge and experience to up the ante in this review to develop a larger, more strategic relationship, with innovative programs that will extend AOL's exposure in new and effective ways."
Contender drops out
A third contender, Publicis Groupe's Starcom MediaVest Group, Chicago, withdrew from the review last week. Starcom unit of Starcom MediaVest Group had pitched AOL but counts Walt Disney Co. as a major client.
Boston-based consultancy Pile & Co. conducted the review for the Dulles, Va.-based Internet giant, part of Time Warner.
Today's decision caps off a busy agency review season for the marketer, which also reviewed its $60 million interactive creative and media account. AOL retained independent Digitas and Omnicom Group's AtmosphereBBDO for the assignment.