The under-$5 million campaign, created by Gotham but produced by AOL, continues messages offered earlier this year about AOL "working hard to serve your needs." "We're not soliciting new members. We're trying to build the brand," said Audrey Weil, senior VP-marketing and communications. "You won't see 800 numbers on these ads." She said AOL over the next six weeks will evaluate its TV effort on a week-by-week basis and will downplay another media vehicle it had emphasized earlier this year--newspapers.
She countered reports that AOL will decrease its 1997 ad spending to possibly half of the $70 million it spent in 1996, saying this year's budget will at least equal last year's. Gotham, and possibly new roster shops, will conceive of a full-scale fall branding campaign after the informational spot runs, she said. TBWA Chiat/Day resigned the remaining portion of its AOL business after Gotham was added to the online service's roster.
Copyright May 1997, Crain Communications Inc.