The appointments signal their efforts to come of age as brands, in line with other commodity sectors, particularly mobile telecoms.
Freeserve hired Landor after a competitive pitch handled by the AAR.
Its brief is to review the firm's logo, brand values and positioning.
"This is about bringing Freeserve to life and to make it powerfully relevant and differentiated," said Andrew Welch, client director at Landor.
AOL's hiring of Wolff Olins comes ahead of a review of its UK ad account, held by Mortimer Whittaker O'Sullivan. "We're working with Wolff Olins as we want to ensure our ads, content and service reflect consumers' changing desires," said an AOL spokesman.
Both firms are up against the marketing muscle of BT in the battle to sign up broadband customers. Freeserve has 2.67 million customers and AOL UK just over two million.
While both companies have distinctive ad strategies - Freeserve with its 'Be Free' positioning fronted by nudists, and AOL with its Connie character targeting families - they are keen to strengthen the identities of their brands.
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