AOL Cuts to Six

NEW YORK AOL narrowed the review for its estimated $150 million creative account to six semifinalists last week, a client representative confirmed. They are Saatchi & Saatchi, BBDO and DDB, all New York, as well as Hill, Holliday, Connors, Cosmopulos in Boston; Crispin, Porter & Bogusky in Miami; and Wieden + Kennedy in Portland, Ore.

The Dulles, Va., client parted ways with Interpublic Group’s Gotham in New York a little over two weeks ago [Adweek, Jan. 13]. IPG’s Initiative Media handles AOL’s media duties, which are unaffected by the review. The agency selection will be in early March, sources said. Boston-based consultant Pile and Co. is managing the process.

BBDO created a 15-second spot for AOL that ran during the end of the fourth quarter of the Super Bowl [Adweek, Jan. 24]. The spot directed viewers to AOL so they could view all of the commercials that ran during the game. BBDO has a prior relationship with AOL’s new evp of brand marketing Len Short, who joined the company Jan. 9. He worked at Charles Schwab when BBDO handled that advertising account, which moved to sister Omnicom shop GSD&M in Austin, Texas, last summer.

BBDO also handles creative ad duties for AOL Time Warner property HBO.

Boston-based consultant Pile and Co. is managing the process and could not immediately be reached for comment.