Yell, the international directories business, today announced the appointment of Mother to create a new integrated consumer campaign to promote Yellow Pages and Yellow Pages 118 24 7.
The selection of a new UK advertising agency follows a comprehensive, competitive pitch process launched by Yell this summer.
Mother task is to create and deliver an emotionally engaging campaign that builds on the modern and relevant qualities of Yellow Pages. This aims at maintaining Yellow Pages, which has been part of everyday life in the UK for 40 years, as the number one place consumers turn to for goods and services.
The campaign will also aim to drive further awareness of the award winning Yellow Pages 118 24 7 service through emphasising its quality and breadth, particularly of its classified directory offering.
Helen Stevenson, Yells newly appointed UK chief marketing officer, said: "I've been able to work with the team on the pitch process prior to formally joining and i'm delighted to be able to make this appointment.
We want our advertising to enhance the trusted and valued Yellow Pages brand. Mother came up with a campaign that really brings Yellow Pages to life in a new way, demonstrating how relevant the directory is both for our users and our advertisers. We are all excited by their fresh approach and very much look forward to working with them."
The Mother team, led by agency partner Stef Calcraft, will work with Helen Stevenson and Catherine Kehoe, UK head of marketing strategy and communications.
Mother will be working alongside Yell current media and communications agencies: PHD for media buying; Proximity for business communications and the red consultancy for public relations.
Stef Calcraft said: Brand icons are incredibly rare and having the opportunity to pitch for one, even rarer. Yellow Pages has produced some of the greatest British advertising ever, over the past 30 years and more. This provides the ultimate inspiration for both the client and
agency teams charged with taking the brand and the business forward.
Yell.coms advertising account is handled by AKQA and remains unaffected by the appointment of Mother.
For more information please contact:
Jon Salmon, Yell Press Office
Tel. 0118 950 6656 Mob. 07801 977340
Demelza Fryer-Saxby, Yell Press Office
Tel. 0118 950 6977 Mob. 07834 893174
Yell is a leading international directories business operating in classified advertising markets in the UK, US, continental Europe and Latin America through printed, online and telephone-based media. Yellâ€™s
principal brands include: in the UK, Yellow Pages, Yell.com and Yellow Pages 118 24 7; in the US, Yellow Book and Yellowbook.com; and in Spain, Paginas Amarillas and PaginasAmarillas.es. All these brands are trademarks.
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