AOL U.K., in advance of turbocharging customer acquisition activities for its services, has consolidated its 6 million pound direct marketing account into a single, integrated agency, Brand Republic (U.K.) reports (via MediaBuyerPlanner). Previously, AOL's direct account was handled by an in-house team along with several agencies, but Joshua will now take over - its first task: to create a mailing campaign aimed at potential new customers.
It will also handle online and email work. AOL last year spent 42 million pounds on advertising, according to Nielsen Media Research, and it is stepping up spending for promotion of its broadband services, backed by an increase in TV spending.
