Ironically, even as Yahoo! seeks to decrease its reliance on advertising revenue by launching a variety of premium services including personals, job listings, extra storage and email management, it's forged ahead with support for the interactive creative community. Yahoo hopes its creative bet will pay dividends by snagging it a greater share of ad dollars when the market recovers. Yahoo! held a creative summit last September that drew top creative directors and digital executives from marketers such as Johnson & Johnson and General Mills.
"One of my major initiatives at Yahoo! has been to be the leader in advancing creativity for Internet advertising," said Wenda Harris Millard, chief sales officer, Yahoo! "So the sponsorship of the One Show Interactive awards is a component of that larger platform."
Recently, Yahoo! has implemented eye-catching online campaigns for Gap, General Motors' Chevrolet, Walt Disney Co.'s "Lilo & Stitch" film and Gateway.
In 2003, the interactive awards category will be open to a wider range of entries as the One Club recognizes that advertisers and agencies are exploring new channels and media to reach consumers, according to Mary Warlick, executive director, One Show.
As part of the sponsorship, Yahoo! will build and host an online gallery to display the winners of the One Show Interactive awards. The One Club has issued a call for entries with a deadline of Jan. 24, 2003. The awards occur during the One Show Festival, which is held during the week of May 7, 2003.