To turn its business around, tech pioneer AOL needed to become more than a name synonymous with Internet access. We helped it evolve into a brand-led media company for the 21st century, with creativity at its core.
In 2007, USA Today ranked AOL 4th in a list of 25 things that shaped the internet. An early tech pioneer, they had provided premium internet service to millions in the late 90’s and early 00’s. For many, AOL was their first gateway to the World Wide Web.
But the media world had changed – from one-way broadcast to conversations that were fragmented, non-linear and niche. Stuck in an outdated model, AOL found itself suffering from a decline in subscriptions, revenue, morale and brand image. Following an unsuccessful eight-year merger with Time Warner, they planned to spin-off and become a separate public company.
Recognising its inflection point, AOL hired new management. Their goal was to create a company with a strong strategy and mission: to inform, entertain and connect the world with extraordinary content experiences.
Today, AOL has successfully reinvented itself as a brand-led company that invests in experiences that align with its mission. Home to a world-class collection of premium brands, it creates original content that engages audiences on a local and global scale.