AOL moves to build agency relationships

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America Online shifted ad agency veteran Richard Ward to VP-agency relationships, with the charter to build ties with ad agencies. Mr. Ward, based in San Francisco and formerly VP-business development in the interactive marketing department, is a former head of FCB Worldwide's San Francisco office. Agencies often have had little involvement with--and no chance to make money on--broad deals AOL negotiates with marketers; Mr. Ward will seek ways to involve agencies in marketing packages with AOL and, after its pending merger, Time Warner. Rival Yahoo! made a similar move this spring when it hired Murray Gaylord, former exec VP of the Advertising Council, as director of Fusion Marketing to work with traditional agencies.

Copyright May 2000, Crain Communications Inc.

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