Yahoo is shifting its media planning and buying business to WPP Group PLC's MindShare and its interactive joint venture with OgilvyOne, mOne. MindShare will work on mass media and mOne on online media besides Yahoo.
The Internet portal previously entrusted media responsibilities for seven years to Initiative Media, owned by WPP rival Interpublic Group of Companies Inc., New York.
The move comes two months after Yahoo dropped nine-year agency of record Black Rocket Euro RSCG, San Francisco, for Soho Square, a unit newly formed by WPP to service the account. Black Rocket is part of French-owned Havas Advertising.