Omnicom Group Partners with AOL

Wireless News
03-17-2011
Omnicom Group Partners with AOL
Type: News

Omnicom Group and AOL have formed a partnership to infuse digital technology into the beginning of the creative process and enrich creative executions through a more cohesive use of technology in campaigns.

AOL will appoint an Omnicom Creative Ambassador, dedicated to bringing Omnicom creative agencies closer to AOL, as Omnicom works to build a stronger relationship between these agencies and media companies such as AOL.
"Wherever there is an opportunity to enhance campaigns through products and technologies, the Creative Ambassador will be brought into the process and play an important role in the creation of engaging brand programs," Omnicom Digital CEO Jonathan Nelson said.

AOL will also take part in a pilot of Rosetta, a new technology employed by Omnicom to define disparate audience segments, create a universal language, and eliminate the disconnect between multiple industry definitions and currencies in the targeting space.

Through Rosetta, the aim is to create a framework for connecting these disparate targeting languages. In effect, Rosetta will translate syndicated target methodologies, premium network targets, and other digital audience buys. This will appear seamless to the user, with the complexities handled behind the scenes. By unifying these languages, Rosetta will allow learnings to be carried forward, audience definitions based on network context to be continually sharpened, and processes made more efficient.

"Both elements of this partnership will help build stronger relationships at all levels where content and advertising can work together creating superior engagement across brands," said Jeff Levick, president of global advertising and strategy, AOL.

AOL is a global web services company with a suite of brands and offerings and a substantial worldwide audience. AOL's business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL's owned and operated properties and third- party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL's consumer offerings.

Omnicom Group is a global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

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