AOL Ups Ad Spending, Calls Media Review

NEW YORK America Online will more than double its U.S. ad spending to approximately $300 million next year and has launched a media agency review, inviting the incumbent, Interpublic Group’s Initiative Media, to defend, a client representative has confirmed.

Pile and Co., the consulting company in Boston, is overseeing the search for the Time Warner unit. AOL in May switched creative chores on its broadband business to Omnicom Group’s BBDO in New York following a Pile-led review. Incumbent Gotham, an IPG agency in New York, which had worked with AOL for eight years, did not defend. AOL later also tapped independent Wieden + Kennedy in Portland, Ore., for image work.

AOL is the nation’s top online service, with more than 25 million subscribers.

— Adweek staff report