According to Advertising Age, AOL is looking for an ad/media agency to help it re-connect with consumers. AOL’s request-for-proposal read that the company want to refresh its image and tell “why people should care about AOL again” and said that consumers don’t know “what we’re up to today” or “what value we deliver.”
People familiar with the RFP also told Ad Age that AOL wants to portray itself in a way that “captures emotions” and how it is “relevant as a brand.”
According to media consultant Kantar, AOL’s media budget declined significantly in 2011. For the first three-quarters of 2010, AOL spent $7 million in the U.S. But for the full year of 2010, they spent $14.3 million as they launched their re-branding with new logos and messaging.