1 April, 1983
Abbott Mead Vickers has won the chase for the pounds 2 million Yellow
Pages account which has been under review since the beginning of the
year (Campaign, 14 January).
The other agencies on the shortlist were Boase Massimi Pollitt, Geers
Gross, Ogilvy & Mather and the incumbent, Grey Advertising.
John Condron, the marketing controller for Yellow Pages, said: ’We shall
be sorry to leave our friends at Grey. However, development of new areas
required a full reappraisal of our future marketing strategy.
’Five outstanding agencies produced a high standard of creativity but
overall, we felt Abbott Mead produced the most exciting proposals.’
When news of the review broke, Condron said it had been sparked by the
cost of maintaining a national TV presence in view of the options now
open to Yellow Pages, including the expansion of its own media sector,
and of developments planned for the future. Until now, Yellow Pages has
used TV almost exclusively.
Since drawing up the shortlist in February, Yellow Pages staff have been
working closely with the agencies on the development of their
Peter Mead, the managing director of AMV, said the problems posed by the
account were complex.
’You initially think it seems simple, but it’s not. In future, Yellow
Pages is going to have a very different positioning,’ he said.
Abbott Mead’s campaign, written by David Abbott, will break in the
Roger Edwards, the joint managing director of Grey, said the agency had
expected to retain the account. ’We’re bitterly disappointed to hear the