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YellowPages hires GSD&M as agency of record

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Pasadena, Calif.—YellowPages.com announced Friday it has selected GSD&M as its agency of record following a formal review.

The review process began in the spring with two dozen agencies and was narrowed to four finalists. Spending was not disclosed.

GSD&M will work with the Internet Yellow Pages, which is a joint venture of SBC Yellow Pages and BellSouth Advertising and Publishing Corp., to build the brand and traffic through an integrated advertising campaign that will be launched in early 2006.

Mary Jane Thornburg, director of marketing at YellowPages.com, said the campaign will mix off- and online media.

Thornburg said GSD&M was chosen for many reasons. “It was a combination of things,” she said. “It came down to their overall strategic approach and the out-of-the-box thinking they had on creative ways we could take the messaging.”

—Carol Krol

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