America Online Seeks Star Treatment

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The campaign that breaks for America Online Broadband on the March 23 Oscar telecast will be typical BBDO, sources said: big-budget production with a heavy dose of celebrities.

AOL’s selection of BBDO, said one executive, signals a desire on the part of the client for more “personality driven” advertising compared with the retail-oriented ads of past years.

The emphasis of the brand message will also depart from previous campaigns by Interpublic Group’s Gotham, which emphasized the speed and ease-of-use of the service.

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