Yahoo Launches Global Media Review

Business Currently Split Between Mindshare, Neo

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NEW YORK ( -- Yahoo has initiated a global review of its traditional and digital media-planning and -buying account.

"We are conducting a review as part of normal business practice to determine the best partner for Yahoo going forward," Yahoo spokesman Graham James told Ad Age.

It is unclear at this point which agencies will be taking part in the review, but media-agency executives who have seen the review said the company is looking for a shop with a "strong presence on the West Coast."

The business is split between WPP siblings Mindshare, which handles traditional global buying, and Neo, which handles digital-buying duties.

Mindshare referred calls to Yahoo. NEO did not return phone calls.

Yahoo spent $45 million on measured media in the U.S. last year, according to Kantar Media.

Last September, Yahoo launched the 18-month-long, $100 million "It's You" campaign, the first major ad effort to take place under CEO Carol Bartz, who joined the company in January 2009. Less than a month into the campaign, Yahoo announced that it was adding Omnicom Group's Goodby, Silverstein & Partners to its roster and shifting the focus of longtime creative partner Ogilvy & Mather, part of QPP, to global advertising efforts.

After 18 months without a CMO, Yahoo in March 2009 named Elisa Steele the company's lead marketer. Over a year later the company named Shane Steele VP-global business marketing in May. In the newly created position Shane Steele will oversee Yahoo's business-to-business marketing, which includes trade advertising, social-media marketing and Yahoo's advertiser portal.

Last month Yahoo reported second quarter revenue of $1.13 billion and $216 million in profit.

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Michael Learmonth contributed to this report.

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