OATH, INC.
THE REBRAND OF AOL & YAHOO
In 2017, in the midst of a massive rebranding project, AOL acquired Yahoo. The two 30-year-old internet pioneers soon came together as one new company, and leadership came up with a new name: Oath. Our mission was a tough one, as two rival companies merged to become one behemoth house of 50+ media and tech brands with over 1 billion consumers and over 100 offices worldwide. Half the battle was rallying the troops and exciting the clients, which made B2B and employee activations a major part of the brand launch. It all came together—and we got Stevie Nicks! Deliverables: Creative Strategy & Copywriting, Style Guide, Internal Launch Campaign, B2B Launch Campaign, Brand Launch Video, Corp Site, Brand Swag
Role: Lead Copywriter
Client: Oath, formerly AOL Inc. & Yahoo Inc.
Partners: AOL Inc. Creative & Brand Teams
The new house of brands showing some edge.
"An oath is a promise." The new Oath look and feel features tons of clean white space, simple copy, and touches of greenery.
Agency launch day activations featured vending machines full of surprise gifts, each tied to an Oath brand.
They were rewarded with Lady Gaga tickets, SoulCycle passes and more.
B2B LAUNCH EVENTS
Attendees were asked to share their own personal mission statements in three words.
OFFICE CELEBRATIONS
HuffPost EIC Lydia Polgreen takes the mic at one of our Cannes sessions.
BRINGING THE BRAND TO CANNES
Stevie Nicks backs us up at the Cannes Lions Festival of Creativity, headlining our launch party.