• by Gavin O'Malley  @mp_gavin, September 8, 2009

In an effort to better position its soon-to-be-independent brand, AOL has tapped agency Leo Burnett USA for what it calls a total "reinvention."

The Publicis Groupe subsidiary was among several agencies that participated in a closed request for proposal process, and was ultimately selected as the best strategic and creative fit for its brand-building prowess, according to AOL Chief Operating Officer Kim Partoll.

"Leo Burnett has a stellar reputation for creating and reinventing legendary brands based on powerful human insights," said Partoll. "That is the primary reason we've decided to work with them."

Leo Burnett will provide strategic brand communications consulting services to AOL as the brand prepares to refine its purpose and personality.

In late May, Time Warner's board of directors authorized plans to spin off AOL as an independent, publicly traded company by the end of the year.

Under the direction of new CEO Tim Armstrong, AOL then outlined a new five-point strategy for the future of the company. As outlined internally and to members of the press, it includes the continued expansion of vertical content, local and online mapping services, its third-party ad network, communication tools, and early-stage investment through a newly formed AOL Ventures arm.

The new AOL will exist less as a Web portal and more as a fragmented network of niche content sites. This MediaGlow network, so-called, presently encompasses over 70 niche content sites -- with many more on the way, according to Jeff Levick, who was recently appointed president of AOL Advertising.

Other Leo Burnett Group clients include The Coca-Cola Company, Kellogg, McDonald's, Hallmark, Allstate, P&G and Nintendo.