America Online said it hired The Martin Agency, Richmond, Va., for a new brand assignment that will result in a print brand campaign starting in September or October, according to a spokeswoman. The
Interpublic Group of Co.'s shop is known for its work on the United Parcel Service, Vanilla Coke, and Geico campaigns. The relationship doesn't affect AOL's agency of record relationship with Omnicom
Group's BBDO Worldwide, New York. BBDO is currently developing a multimedia brand campaign that will launch in the fall, roughly in the same timeframe as the print effort by Martin. Billings for the
Martin assignment were not known.
Earlier this month, AOL ended its relationship with independent Wieden & Kennedy, Portland, Ore., which produced AOL's 2004 Super Bowl ads and was working on
additional brand concepts. BBDO's brand effort will focus on AOL brand attributes including ease and effortlessness, accessibility, safety, and security. AOL will spend an estimated $50 million to $75
million in the fourth quarter on advertising efforts. Initiative Media, New York, is the company's media agency of record.
