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Yellow has appointed Whybin\TBWA as its strategic and creative partner for the Yellow brand programme, a 12-month project.
Yellow says it is looking to strengthen its digital and print brand portfolio with the new partnership.
Newly appointed Yellow CEO Michael Boersen says the phone directory company has ambitious plans for the next year.
“Yellow pages used to be the lion’s share of what we did but today half our revenue comes from our digital offerings so we need to make sure our brands reflect the evolving nature of our business,” he says.
Whybin chief creative officer Dave King, who has history with Yellow, will lead the creative side of the project.
During his time with Aim Proximity, he led the Yellow account, including the ‘Yellow Tree House’ campaign that received multiple awards.
“The opportunity to get back on board with Yellow is a welcome one for me," Mr King says. "I’m confident Yellow is in the best possible hands for this milestone piece of work.”
Yellow has a long-term relationship with Starcom for media and Porter Novelli for its marketing communications and corporate PR. It consults with Young & Shand for social projects and works with True for business-to-business activity.
Yellow dropped DDB/Rapp last year and appointed True, a small indie agency.
Campbell Gibson
Wed, 09 Jul 2014
Wed, 09 Jul 2014
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