Internet media service Yahoo! has decided to part company with its
pan-European advertising agency, Publicis.
The decision was made by mutual agreement and follows the appointment of
Shelaine Green as marketing director for Europe last week after the
abrupt departure of Iain Osborne. On her appointment Green has begun a
review of the company’s whole media and marketing approach.
Yahoo!, which was founded in 1994 by two Stanford University students,
will remain with Optimedia, part of the Publicis Group, for European
media buying, while creative work will be undertaken on an ad hoc basis
by local agencies.
Publicis, together with Optimedia, won the Yahoo! account in November
last year.
Over the past year Yahoo!, which launched in the UK nearly two years
ago, has embarked on a national TV and press campaign, including
business and trade titles.
In March Yahoo! launched its first European advertising campaign,
created by Publicis. The poster and press campaign, featuring the
familiar catchphrase ’Do you Yahoo!?’, was an attempt to boost brand
awareness.
Green, who was previously segment marketing manager at Orange, is
currently looking to expand Yahoo!’s business service into the finance,
travel and news sector, and establish Yahoo! as a one-stop information
service rather than just a search engine. Other specialist services
include finance, accommodation and football.
’My main concern is to create a clear perception of the Yahoo! brand and
make technology customer-friendly,’ she said.
In March Yahoo! recorded 34 million page impressions, making it one of
the most popular sites in the world.
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