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A New Slogan and a Call to Action -- Will It Move the Needle for Yahoo?

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NEW YORK (AdAge.com) -- The first iteration of Yahoo's "It's You" re-branding campaign was a flop, so Yahoo pulled the work from WPP's Ogilvy & Mather and hired Omnicom's Goodby Silverstein. The result? It's still about "you," but with a focus on differentiating features and a call to action: "Your favorite stuff all in one place. Make Yahoo your home page."

Yahoo told the Wall Street Journal they'll spend a big chunk of dough -- $75 million to $85 million -- on the next phase of the campaign, still part of the $100 million originally committed to revitalize the Yahoo brand.

See any progress here? Let us know in comments.








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