An AMV BBDO advertising supplement: Abbott Mead wins Yellow Pages repositioning work in five-way contest

1 April, 1983

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

campaigns.



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

summer.



Roger Edwards, the joint managing director of Grey, said the agency had

expected to retain the account. ’We’re bitterly disappointed to hear the

news.’



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