CHICAGO, Sept. 4 /PRNewswire/ -- AOL, the iconic Internet pioneer, has engaged Leo Burnett USA to help the company communicate its upcoming reinvention to people around the world.

Earlier this year, Time Warner Inc. announced that its Board of Directors had authorized management to proceed with plans for the complete legal and structural separation of AOL from Time Warner. Following the proposed transaction, AOL would be an independent, publicly traded company.

Leo Burnett will provide strategic brand communications consulting services to AOL as the brand prepares to refine its purpose and personality.

"Leo Burnett has a stellar reputation for creating and reinventing legendary brands based on powerful human insights and that is the primary reason we've decided to work with them," said AOL Chief Operating Officer Kim Partoll.

Leo Burnett was among multiple agencies that participated in a closed request for proposal process and was ultimately selected as the best strategic and creative fit for its track record in building world class brands, according to Partoll.

"AOL played a critical role in opening up infinite possibilities of the Internet to millions of people and under the expert guidance of Tim Armstrong, AOL is poised once again to blaze a new trail," said Rich Stoddart, president of Leo Burnett USA. "We are honored and excited to be asked to help them write the next chapter in their remarkable history."

About Leo Burnett Company Inc. -- www.leoburnett.com, www.arcww.com/us/

Leo Burnett Company Inc. is the parent company of the Arc and Leo Burnett brands in the U.S. It is one of the world's largest agency networks and a subsidiary of Publicis Groupe (www.publicisgroupe.com), the world's fourth-largest communications company. The Leo Burnett Group holds people at the center of their strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand's story.

This approach ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, retail and promotional marketing, LEO BURNETT

The Leo Burnett Group partners with blue-chip clients such as The Coca-Cola Company, Kellogg, McDonald's, Hallmark, Allstate, P&G and Nintendo.

About AOL AOL is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL's business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL's owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL's consumer offerings. AOL LLC is a wholly-owned subsidiary of Time Warner Inc. with employees in 18 countries across the globe.

SOURCE Leo Burnett Company Inc.