After four-way fight, Joe PR wins AOL’s Netscape work

LONDON: AOL Europe has picked Joe Public Relations (JPR) to launch its youth-targeted Netscape Online brand.

LONDON: AOL Europe has picked Joe Public Relations (JPR) to launch its youth-targeted Netscape Online brand.

LONDON: AOL Europe has picked Joe Public Relations (JPR) to launch

its youth-targeted Netscape Online brand.



JPR won the work after a four-way pitch.



AOL bought Netscape Communications last November for nearly dollars 4.2

billion.



The deal included Netscape’s browser, Netscape Netcentre and the

Netscape suite of e-commerce applications.



Netscape will be a free service provider, with content targeted at

Internet-literate, single males aged 18 to 35. The AOL brand, however,

will continue to charge users. AOL is Europe’s biggest Internet service

provider, with 2.7 million subscribers.



’This is not online PR, but a traditional consumer launch,’ said JPR

managing director Matthew Wood. JPR will launch the service at a press

conference later this week.



According to Wood, one aim will be to pre-publicize the site’s content -

which features music, lifestyle and sports - in much the same manner

that agencies gain publicity for magazines via the tabloids.



JPR will report directly to Maggie Gallant, corporate communications

director for AOL in the UK. ’The launch of Netscape Online is part of a

clear multiple brand strategy by AOL,’ she said.



The three AOL Europe Internet brands comprise AOL, which is the

mainstream brand; Compuserve, which targets busy professionals and

Netscape Online.



AOL will continue to work with Freud Communications, which handles

celebrity and some consumer PR. All other PR for AOL and CompuServe is

managed in-house and headed by Gallant.



AOL Europe’s PR operation has seen more than its share of change

recently.



In June, the former head of AOL’s Washington, DC public affairs office,

Bill Burrington, was brought aboard as SVP and chief communications

officer for Europe.



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