Cdp-travissully and LMFM square up for AOL's business brief

AOL UK is putting its online business-to-business advertising account out to pitch.

The pitch, between the incumbent, cdp-travissully, and the recently launched digital agency Lean Mean Fighting Machine is taking place this week, with a result expected before the end of the month.

In a bid to beef up its presence in the online arena, AOL is planning to up its online spend from about 10 per cent of its business marketing budget to between 25 per cent to 35 per cent this year.

Cdp-travissully picked up the business-to-business creative account, which included above-the-line press advertising, in February 2003. Online advertising was added to the agency's remit toward the end of last year and it ran a series of ads designed to drive traffic to AOL media space.

Greg Paine, the director of strategy interactive marketing at AOL, said: "The last online campaign was relatively successful at driving traffic but this year we are starting to practice what we preach and will be spending money on a branding campaign. We decided to open this brief up to another agency, as well as our incumbent, to see what it had to offer."

The pitch will not affect CDP's above-the-line part of the business.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).