NEW YORK (AdAge.com) -- Yahoo has initiated a global review of its traditional and digital media-planning and -buying account.
It is unclear at this point which agencies will be taking part in the review, but media-agency executives who have seen the review said the company is looking for a shop with a "strong presence on the West Coast."
The business is split between WPP siblings Mindshare, which handles traditional global buying, and Neo, which handles digital-buying duties.
Mindshare referred calls to Yahoo. NEO did not return phone calls.
Yahoo spent $45 million on measured media in the U.S. last year, according to Kantar Media.
Last September, Yahoo launched the 18-month-long, $100 million "It's You" campaign, the first major ad effort to take place under CEO Carol Bartz, who joined the company in January 2009. Less than a month into the campaign, Yahoo announced that it was adding Omnicom Group's Goodby, Silverstein & Partners to its roster and shifting the focus of longtime creative partner Ogilvy & Mather, part of QPP, to global advertising efforts.
After 18 months without a CMO, Yahoo in March 2009 named Elisa Steele the company's lead marketer. Over a year later the company named Shane Steele VP-global business marketing in May. In the newly created position Shane Steele will oversee Yahoo's business-to-business marketing, which includes trade advertising, social-media marketing and Yahoo's advertiser portal.
Last month Yahoo reported second quarter revenue of $1.13 billion and $216 million in profit.
~ ~ ~
Michael Learmonth contributed to this report.