Mother and Yell split after two years as contract draws to an end

LONDON - Mother and Yell have ended their partnership following the announcement in November that the directory service would only work with its roster agencies on a project-by-project basis.

In November Yell appointed Rapier to work on a project to promote Yellow Pages.  It was the first step away from using its roster agencies, Mother, AKQA and Proximity, on a retained basis.

Yell's roster agencies were informed they would only work on specific assignments for the brand on an ad-hoc basis.

At the time, Yell's share prices had plummeted by 80 per cent.  Following a strategic review of the company, it later announced it would make 300 non-sales jobs redundant.

Industry sources suggest that Yell has no plans to hold a pitch for the above-the-line account as it shifts its focus to online to support Yell's online directory.

In a joint statement with Mother, a Yell spokesman said: "Yell and Mother can confirm that after two years of creative work together they have agreed to end their partnership." 

The decision is amicable and has been taken as the current contract nears the end of its term in 2009

It reflects Yell's wish to explore planning and execution of UK creative campaigns on a project-by-project basis.

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