The World: New York - AOL looks to Leo Burnett USA for rebrand work

Leo Burnett USA has been appointed by AOL, the global internet service provider, to work on a rebranding exercise as it prepares to split from Time Warner and relaunch itself as an independent, publicly traded company.

AOL handed the agency the task following a pitch involving five undisclosed agencies.

In recent years, AOL has mainly worked with small regional agencies on a project-by-project basis, and has not retained a shop for a major brand assignment in a number of years.

The company is the fourth-largest internet service provider in the US, with 104 million unique visitors.

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