Yahoo! reviews £25m Euro media

Yahoo! is reviewing its £25 million pan-European media

account out of Optimedia after four years with the agency.



The internet search engine has been in contact with networks with a view

to getting a review under way in the next few weeks. The move follows a

shake-up of Yahoo!'s European management in February this year, with Fru

Hazlitt taking over as the sales and marketing director and the UK

marketing chief, Catherine Taylor, becoming the European marketing

director.



Yahoo! has concentrated much of its 2001 marketing budget on sponsorship

in the UK, supporting the nightly Channel 5 movie with a series of

eccentric gerbil idents by HHCL & Partners. It has continued to run TV

campaigns across Europe, promoting features such as Yahoo! Mail.



The review will not affect Yahoo!'s US business, which is currently held

by Initiative's Los Angeles office. The European and US accounts will

remain separate despite the mooting of a global media consolidation by

the international marketing director, LJ Kim, in January.



European creative for Yahoo! will continue to be developed in the US by

the San Francisco-based Black Rocket agency. The work is currently

adapted by agencies within local markets, with only HHCL & Partners

producing its own work on the account.



Yahoo! is one of the few profitable dotcom organisations. However, the

company has had a turbulent last 12 months. Tim Koogle, the high-profile

chief executive of Yahoo!, and the European managing director, Fabiola

Arrendondo, both stepped down in March after forecasts for first quarter

earnings were lowered significantly.



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