America Online Inc., an AOL Time Warner company, named BBDO New York as its U.S. agency of record for AOL Broadband.
A list of 19 agencies pitching for the account was whittled to six by the Dulles, VA, Internet giant. The account had no incumbent.
Until the award, BBDO was handling special-event work for AOL. The agency began work for AOL Broadband with a commercial that aired Jan. 26 during Super Bowl XXXVII. It also created ads for the Daytona 500 and the upcoming Academy Awards.
As the new agency on the overall account, BBDO will break its first full-fledged marketing campaign for AOL Broadband.
The flagship office of Omnicom Group Inc.'s BBDO Worldwide, BBDO New York has accounts like Campbell Soup, Pfizer, Pharmacia, Pizza Hut, Office Depot, HBO, Gillette, Long John Silver's and FedEx.
BBDO may be in for more business from AOL. The agency was retained along with Wieden & Kennedy to work on the AOL brand. One of them will be named to the account based on their creative performance.