SUNNYVALE, CA: Yahoo hired Brunswick to handle policy communications and Hill and Knowlton (H&K) for its Latin America and US Hispanic PR, effective last week.
In an e-mail to PRWeek, Eric Brown, SVP of global communications at Yahoo noted, "We made these changes to dramatically increase our media reputation scores in both elements of our global program, demonstrate the power of Yahoo in exciting new ways, and broaden our comms targets among consumers, advertisers, and partners alike."
Brunswick replaces Glover Park Group, following a competitive review launched in May, involving five agencies with offices in DC. While Glover Park Group had focused primarily on crisis containment, Brunswick will handle a more multi-dimensional communications program that aims to sustain "goodwill with lobbyists and the rest of the DC engine," said May Petry, VP of corporate communications at Yahoo.
Glover Park Group did not immediately return calls for comment.
Brown noted that the company will work with Brunswick's DC office and tap the firm's global capabilities in Europe and Asia, should it need help in those regions.
Of the H&K relationship, Brown stated, "Their team for US Hispanic, Brazil, Mexico, and Argentina was very strong in all markets.”
The account had previously been handled by in-country and regional agencies.
"As our business expands in Latin America, H&K can grow with us into other countries as we need," he stated. "They also presented the best communications mix of consumer and b-to-b to address the totality of Yahoo in this world region."
Petry added, “We wanted to look at the region in a campaign- and issues-led way, rather than being locked into a country-by-country spend.”
She said that H&K best touched upon the b-to-b audience and goals, as well as a “total look at the brand” in its pitch.
The Latin America review also began in May and involved about five agencies.
“Every country has unique needs and wants, but by working with someone like H&K, we can more dramatically increase our reputational score as part of a global program,” she said.
Yahoo also currently works with H&K on corporate communications, mobile PR, analyst relations, executive communications, and the Yahoo!-Microsoft Search Alliance.
Work with both agencies began last week.