Nevertheless, Yell this week made the decision to call time on its long-standing partnership with Abbott Mead Vickers BBDO (page 5).
Conflict with BT is being cited as having triggered the move, but sources close to the business suggest that BT was calm about AMV handling both accounts.
Some of AMV's best work has been for Yellow Pages. Who could forget JR Hartley's search for a copy of the fly-fishing book he'd authored? The ad marked a key turning point in AMV's history. It earned the agency, which had until then made its fame on excellent print work, its television stripes.
More recently, the brand has been backed with the well-written and compellingly acted campaign starring James Nesbitt. It will not be easy for Ann Francke, Yell's chief marketing officer, to replace such a strong body of work.