BOSTON Hill, Holliday, Connors, Cosmopulos is preparing a national campaign that lauds proprietary AOL Time Warner content as a benefit of America Online membership, sources said.
The Interpublic Group agency, pitching out of its Boston and New York offices, this spring was a runner-up to Omnicom's BBDO in the review for AOL's broadband service. But Hill, Holliday made enough of an impact—and impressed client executives with its past work for media clients such as The Boston Globe and the Terra Lycos online portal—to pick up the AOL Time Warner content project, sources said.
Sources said spending on the effort, which will likely focus on print initially but might also involve broadcast components, will be at least $5-10 million.
The work will focus on gaining access to content from client magazine properties such as People, Entertainment Weekly and Cooking Light, sources said.
Client and agency executives could not be reached.