Yell appoints Rapier to Yellow Pages advertising project

LONDON - Yell has appointed Rapier to work on an advertising project for Yellow Pages, as part of new plans to work with agencies on a project rather than a retained basis.

Yell...project-by-project approach
Yell...project-by-project approach

Rapier is working on a brief to promote the usage of the Yellow Pages directory service by highlighting that the book is at the heart of the local community.

The ad executions will be changed to include recognisable local landmarks from each area in which it runs, in order to demonstrate the brand's local credentials.

The move to a project relationship is understood to affect all of its current roster agencies, which include Mother, AKQA and Proximity.

The agencies will now work with the brand on specific assignments to be decided on an ad hoc basis.

Rapier's appointment follows a period of economic uncertainty for Yell, in which its share price dropped by more than 80 per cent.

In 2008, Yell's roster agencies created a number of campaigns to promote its range of products, including a stand-alone summer TV campaign by Mother for Yell.com.