Leonard Short, America Online’s newly appointed evp for brand marketing, has wasted no time in ringing the changes, firing the online giant’s lead agency Gotham in New York.
Five days into his new job, Short instigated a full review of the AOL account, worth between $150 million (€142m; £93m) and $200m, and Gotham has not been invited to participate.
“As AOL implements its new strategies and looks to the future, we feel we will be best served exploring a new agency relationship,” Short declared. “We've had a successful and productive partnership with Gotham.”
The news follows the announcement by AOL Time Warner chief financial officer Wayne Pace that the online division’s billion-dollar marketing budget will be cut by an undisclosed sum as part of a “relentless focus on cost management.”
Data sourced from: AdAge.com; additional content by WARC staff