AOL Picks Leo Burnett

BOSTON As it prepares to separate from Time Warner, AOL today said it has hired Publciis Groupe’s Leo Burnett in Chicago “to help the company communicate its upcoming reinvention to people around the world.”

Burnett bested undisclosed agencies in what AOL described as “a closed request for proposal process.”

“Leo Burnett has a stellar reputation for creating and reinventing legendary brands based on powerful human insights and that is the primary reason we’ve decided to work with them,” said AOL COO Kim Partoll, in a statement.

Rich Stoddart, agency president, added: “AOL played a critical role in opening up infinite possibilities of the Internet to millions of people and under the expert guidance of Tim Armstrong, AOL is poised once again to blaze a new trail.”

Armstrong joined AOL as CEO from Google in March.

The scope of the work and budget were not disclosed. AOL has not had a unified branding push or much significant advertising of late. It had recently worked mainly with IPG’s Hill, Holliday on such efforts. One of Hill’s last major pushes for AOL came more than two years ago, and included a high-profile spot starring Married With Children actor Ed O’Neill touting AOL’s online video offering. “Make a difference. Just click play,” the actor said, walking across a giant laptop computer.

See also:

“Armstrong Swings for the Fences”

“AOL Drops Platform-A Brand”

“New AOL Ad Boss Jeff Levick Looks Ahead”