Yahoo! set to add to roster with pitch for project to boost ads

Yahoo! UK & Ireland is widening its agency roster with a pitch to appoint an agency to promote the benefits of interactive advertising in order to boost online expenditure.

Yahoo! has already held talks with three agencies and has lined up a further three for meetings before running a formal pitch. A decision is expected by the beginning of July.

According to Yahoo!, the pitch will not affect its roster agencies HHCL/Red Cell and Euro RSCG Wnek Gosper, which Yahoo! says it works with on a project basis only.

The portal refused to comment on whether HHCL or Euro RSCG had been invited to pitch for the new account, which targets businesses.

Earlier this month, AOL UK appointed cdp-travissully to its roster with a similar remit, electing not to award the business-oriented account to Mortimer Whittaker O'Sullivan, which handles its consumer advertising.

The new agency will work alongside Yahoo!'s sales and marketing teams to target key disciplines within media and advertising agencies and client organisations.

"We believe that having both a differentiated and relevant trade positioning is key to growing the online advertising share," Yonca Dervisoglu, the UK marketing director at Yahoo!, said. "Trade marketing is an integral part of our communications strategy, a dedicated agency focusing on this area is one of the many steps we are taking to ensure that we help firmly establish the internet as the sixth medium."

Media planning and buying will continue to be handled by Manning Gottlieb OMD.

- Spotlight, p18.