AOL has engaged Leo Burnett USA to help the company communicate its upcoming reinvention to people around the world. After its separation from Time Warner, AOL would be an independent, publicly traded company. The announcement came Friday, Sep. 4.

Earlier this year, Time Warner Inc. announced that its Board of Directors had authorized management to proceed with plans for the complete legal and structural separation of AOL from Time Warner.

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

“Leo Burnett has a stellar reputation for creating and reinventing legendary brands based on powerful human insights and that is the primary reason we’ve decided to work with them,” said AOL chief operating officer Kim Partoll.

Leo Burnett Company is the parent company of the Arc and Leo Burnett brands in the U.S. It is one of the world’s leading agency networks and a subsidiary of Publicis Groupe.

AOL’s business spans online content, products, and services that the company offers to consumers, publishers, and advertisers.


About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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