BBJ Media Services has won the UK planning and buying account for Internet services provider America Online.
The agency won the 3m account after pitching against four other agencies. Incumbent Mansfield Lang did not bid for the business.
Belinda Rendle, senior marketing manager for AOL, says: “All of the presentations were of a high standard. However, we felt BBJ’s experience and ideas were the most relevant for our future needs.”
BBJ will work alongside Mortimer Whittaker O’Sullivan, which was appointed as the company’s creative agency two weeks ago.
BCD Partners created AOL’s first UK consumer branding campaign that broke in February. The work was undertaken on a project basis and the agency chose not to continue working with AOL.
AOL is planning a second consumer branding campaign in the autumn – to include the company’s first UK TV advertising.
AOL claims to have around 400,000 UK customers, and 12 million worldwide.