Yahoo Moves to Soho Square for Brand Advertising

Share this content:
Yahoo Inc. terminated its eight-year relationship with Black Rocket Euro RSCG, San Francisco, and awarded U.S. brand advertising responsibilities to Soho Square, a WPP Group PLC agency in New York.


The agency of record title brings tasks like strategic planning, creative and integrated offline and online ad campaigns. The agency also will handle media planning and buying for the Yahoo brand and its other properties in the United States.


"Yahoo's business has grown and evolved significantly in the past several years, and the needs of the brand have also changed," said Nissa Anklesaria, spokeswoman at Yahoo, Sunnyvale, CA. "Yahoo felt that WPP was best able to serve Yahoo through an entity like Soho Square."


Soho Square is expected to draw from interdisciplinary resources across the British-owned WPP's 90-odd businesses. Yahoo is its first client.


Anklesaria declined to disclose the budget for U.S. branding. She also said that agencies were not invited to pitch.


"We didn't open a formal review," she said. "The relationship with WPP evolved out of other work that the group had done for Yahoo."


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here