The internet service provider will continue to use Freud Communications, whose contract appeared to be in jeopardy when the account was put up for review six weeks ago (PRWeek, 20 February).
Shine and Freuds pitched along with Ketchum and Blue Rubicon for AOL’s consumer and corporate work. AOL UK director of comms Jonathan Lambeth said he is ‘likely’ to create a roster of agencies to use for projects.
Lambeth would not confirm Shine’s appointment but said details would be finalised over the next two weeks and that ‘things could change’. He added: ‘Blue Rubicon and Shine are worlds apart in what they do, so appointing one does not rule out the other.’
Shine and Blue Rubicon refused to comment. Ketchum CEO David Gallagher said: ‘AOL told us we didn’t have it but it has left it open for future opportunities.’
Freuds has been retained to continue its work on several UK projects and its work for AOL Europe and AOL International is not affected by the UK review, said Lambeth. Fuse PR continues to handle regional broadband campaigns for AOL UK.