NEW YORK: AOL has enlisted DKC to raise brand awareness for its Platform-A digital advertising business, focusing on media outreach to mainstream press outlets and advertising trade media amid a tough ad climate.
AOL launched Platform-A last year as part of its transition from a subscription-based business to its current ad-supported model. Platform-A has worked with agencies on a project basis, but DKC is the first firm to work on the brand full-time since its 2007 launch, said Matthew Frankel, SVP of corporate communications at AOL. Frankel selected DKC in November based on prior experience with the firm.
"We brought on [DKC] to have a strategic partner to build the brand within the press and articulate a clear message," he said. "With the economy the way it is, budgets are tight and media [outreach] is one of the most efficient tactics in increasing brand awareness."
The messaging strategy will also emphasize Platform-A's role in monetizing AOL's social networking and publishing products, added Frankel, who declined to give a budget for the agreement.
"This isn't about the launch of a new business venture," he explained. "This relationship is about more efficiently and effectively communicating the results that Platform-A and its partners are bringing in."
Jeff Klein, MD at DKC, said the firm aims to raise Platform-A's brand awareness by targeting advertising decision makers.
"[AOL] is obviously one of the most recognized brands in America, especially in the Internet space," he added. "This is a great opportunity to help them raise awareness as they move forward."