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Rebranded AOL and Yahoo company Oath launches international branding campaign

Verizon subsidiary Oath – a rebranded combination of AOL and Yahoo – has launched an international branding campaign aimed at advertisers and publishers.

The #BuildYourBrand campaign has launched across nine global markets, and Oath hopes it will underscore the company’s differentiators across mobile, video and data for its target audience of advertisers, publishers and partners.

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The campaign video, backed by vocals from rapper Chuck D, includes visuals showcasing augmented reality (AR), cutting-edge technology, and the power of storytelling.

Oath rebrand originally subject to ridicule

Following its purchase of Yahoo earlier this year, communications giant Verizon combined the web service provider with previously acquired AOL to create Oath.

The original rebranding in April was mocked by the media and public, with some social commentators calling it the ‘worst corporate rebrand ever’.

Commenting on the new campaign, Allie Kline, CMO of Oath, said: “Oath’s #BuildYourBrand campaign celebrates our company in a direct, emotional way for our global audience.

“Brand love is the language of today’s consumers, and Oath is connecting brands with over a billion crazy-in-love people."