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Yahoo to launch big branding campaign worldwide

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Sunnyvale, Calif.—Yahoo has announced the upcoming debut of its largest, and first worldwide, branding campaign, funded to the tune of $100 million.

Yahoo’s “It’s Y!ou” campaign, announced at Advertising Week in New York this week, will be rolled out in the U.S. beginning Sept. 28, expand to the U.K. and India on Oct. 5 and next year reach other markets, including Brazil, Canada, France, Hong Kong, Indonesia, Korea and Taiwan.

Product enhancements to be promoted include an updated Yahoo Mail platform, revamped home page, the addition of video to Yahoo Messenger, a tweaked search experience to make search results more relevant and enhanced mobile applications, according to the company.

The campaign, which will include TV, outdoor, print and online ads, will be overseen by new CMO Elisa Steele, with Landor Associates, San Francisco, contributing strategy and Ogilvy & Mather Worldwide, New York, providing creative.

While the bulk of the campaign will be aimed at users, Yahoo said a b-to-b campaign aimed at advertisers is also planned.

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