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AOL is one of the internet’s oldest brands and Yahoo is one of the most recognizable brands of the digital era. Both now live under parent company Verizon, and both have multiple brands and extensions underneath them. So, when it came time for the two brands’ reorganization into one digital media powerhouse called Oath, the marketing strategy needed to celebrate and recognize the brands’ well-known assets while pushing a new message and direction. What emerged was a global event program that engaged customers and employees, kicking off at the year’s most important event for Oath’s business: Cannes Lions International Festival of Creativity, an event for the creative communications and advertising communities.
After the official launch at Cannes on June 19, the global event program kicked into gear for the summer, with Oath activating stand-alone and simultaneous events. “Oath’s launch mission was to lay the groundwork for what was the full scope of brands in Oath’s ‘House of Brands’ and how those brands can work together to the benefit of advertisers and agencies that we wanted to get in front of,” says Charlie Eder, director-global events at Oath.