AOL restructures UK sales team following review

Sarah Perry: promoted to director of category and agency pan-European sales for AOL Advertising
Sarah Perry: promoted to director of category and agency pan-European sales for AOL Advertising

LONDON - AOL is restructuring its former Platform-A sales team, among the first key changes at the operation since it rebranded to AOL Advertising earlier this week.

As part of the restructure, Sarah Perry will be promoted from director of category sales to director of category and agency pan-European sales.

She will be replaced by Platform-A's Toby Morris - it is not known which position he formerly held.

In addition, head of agency sales Andrew Moore will become head of trading. He will be replaced by Rob Blake, who joined the sales team in 2007 under Advertising.com.

The restructure follows the end of AOL's chief executive Tim Armstrong's 100-day review, which resulted in the scrapping of its Platform-A brand after just 10 months.

AOL's behavioural targeting service Tacoda, display ad network Advertising.com, mobile network Third Screen Media and ad-serving platform Adtech will still remain under AOL Advertising. The divisions will be sold as more specialist areas rather than combined as they were under Platform-A.

AOL was unavailable for comment.

Leading digital agency figures have given their reaction to AOL's first moves under Armstrong's new strategy.

Dave Katz, head of trading at Media Contacts:
 
"The rebrand follows research in the US that suggested Platform-A didn't mean much to anyone. The decision to change it to AOL Advertising was clearly a decision to realign itself back to Ad.com, which is part of the division and a brand more people recognise and a way to make the division clearer to understand."

Claire Valoti, head of online display and mobile at Mindshare:

"AOL might be careful not to make such a big deal of it and instead let it happen organically with some subtle marketing, otherwise it will not make the brand consistent."

Mark Syal, head of Walkeri:

"AOL do have some great content these days, but its very bite-sized. Unless they start producing a lot more, or get the content link with Time Warner sorted out, they will struggle to become a company that delights you."

Sarah Treliving, digital director at Direct MediaCom:


"I would also anticipate an exchange being set up under this banner shortly to counteract the threat of Google's new exchange, and can see this being announced as part of the official relaunch."

 

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