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BOSTON America Online today chose independent Digitas and Omnicom Group’s AtmosphereBBDO, the incumbent on creative chores, to handle its interactive account following a review, the company said.
The client spends $55-60 million annually on interactive marketing, sources said.
The winning shops pitched from their New York offices and overcame finalist Modem Media, the Norwalk, Conn.-based agency partly owned by Interpublic Group.
Doner Direct in Southfield, Mich., which handled AOL’s interactive media buying and planning, did not participate.
Digitas will work mainly on media buying and planning as well as some creative chores; Atmosphere will handle “various strategic and creative campaign duties,” the client said in a statement.
Separately,
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