Yahoo Shifts Media Account to MediaVest

Marketing Moves From 'It's You' Branding to Focus on Products Like Search and Mobile

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NEW YORK (AdAge.com) -- Yahoo has named Publicis Groupe's MediaVest its new lead global agency for media buying and planning after a review. The business had been split between WPP siblings Mindshare, which handled traditional global buying, and Neo, which handled digital buying duties.

Yahoo is currently in the second phase of a $100 million global branding campaign that began last year with the 'It's You' slogan.
Yahoo is currently in the second phase of a $100 million global branding campaign that began last year with the 'It's You' slogan.
MediaVest representatives referred calls to Yahoo, which confirmed the shift. Yahoo began a global review of media planning and buying duties in August after making changes on the creative portion of its account -- which it shifted from WPP's Ogilvy & Mather to Omnicom Group's Goodby Silverstein & Partners.

Yahoo is in the second phase of a $100 million global branding campaign that began last year with the slogan "It's You." It has since shifted to focus on the products themselves, including search, mobile and Yahoo's women's sites.

For such a large brand, the search engine's measured media outlay is relatively low; according to Kantar Media, Yahoo spent $45 million on measured media in the U.S. last year. After a busy 2009, MediaVest has been relatively quiet this year. It lost Wrigley duties in a shift to sibling Starcom in May, but that same month, it picked up media duties on Aflac, replacing the insurer's agency of 20 years, Fitzgerald & Co.

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