The agency already holds the Yell media planning account, as well as the press buying, having inherited the account from Abbott Mead Vickers BBDO's media department in 1996.
The TV buying account was moved without a pitch by Yell's head of consumer communications, John Hayward. All TV negotiations will now be handled by PHD/Opera - Omnicom's umbrella buying outfit. Yell's creative and online accounts, held by AMV and i-level respectively, will not be affected.
According to Nielsen Media Research, Yell spent more than £7 million through TAP last year. However, the buying account awarded to PHD is also thought to include some additional project work, pencilled in for the coming 12 months.
Although Yell has claimed it moved the account because it wanted to consolidate its planning and buying, the situation is complicated by TAP's relationship with BT. That client recently relaunched The Phone Book, complete with a classified section, which places it in direct competition with the Yell-owned directory, the Yellow Pages.
Yell recently got its fingers burned by sponsoring ITV's ill-fated reality series The Block. The show was expected to be a hit with viewers after it performed exceptionally well in Australia. However, it was moved from its primetime slot because of poor audience figures.
Earlier this summer, the company's web presence, Yell.com, targeted small and medium-sized businesses with the launch of a suite of online tools designed to help businesses develop their online marketing.
The bulk of Yell's TV spend last year comprised an AMV-produced campaign with the Cold Feet star James Nesbitt.