FORMER SCHWAB EXEC BECOMES AOL'S BRAND MARKETING CHIEF

'This Is a Battleground' Says Leonard Short of Broadband Market

By Published on .

NEW YORK (AdAge.com) -- AOL Time Warner's America Online unit today said it named a former Charles Schwab & Co. executive to a new position overseeing brand marketing.

Leonard Short, formerly executive vice president of advertising and brand management at Charles Schwab, will have the title executive vice president of brand marketing and will report to Joe Redling, AOL's president of marketing. Mr. Short will be based at AOL's Dulles, Va., headquarters.

Global brand marketing
Mr. Short will oversee AOL's domestic and international brand marketing efforts, including brand advertising and media, promotional marketing and overall brand management.

"As this company moves into a much stronger foundation of diverse services and premium servcies, the branding issues become far more complex," Mr. Short said. "This is a battleground category; the other guys have moved very aggressively."

Mr. Short is expected to be instrumental in leading AOL's efforts to market and brand its high-speed bring-your-own access Internet product, as well as

Related Stories:
EXEC APPOINTMENTS CONTINUE AT AOL TIME WARNER
William Grogan Confirmed; Ned Desmond to Lead Time Inc. Interactive
AOL CHIEF LAYS OUT NEW SALVATION PLAN
Jon Miller Sees Hope in Broadband, Original Content and Contextual Ads
forthcoming content offerings on AOL Broadband.

While the AOL brand may be omnipresent, the Internet category is maturing and will require AOL to segment and target its offerings more decisively.

No word on agency review
"This is a very dynamic brand situation, we need the world's best work," Mr. Short said, adding that, three days into the job, it's too soon to speculate on the possiblity of an agency review. Gotham, New York, is AOL's agency of record.

Prior to Schwab, Mr. Short was president of Worldwide 1 on 1, a New York-based direct marketing and consumer relationship marketing agency whose clients included GE Capital, MCI, Citibank, Chrysler and Marriott Hotels and Resorts.

In this article:
Most Popular