Final shoot-out for Yellow Pages

Barclay Stratton has clinched the pounds 3 million consolidated Yellow Pages account in a final shoot-out with the Red Consultancy.

Barclay Stratton has clinched the pounds 3 million consolidated

Yellow Pages account in a final shoot-out with the Red Consultancy.



The account is worth in the region of pounds 750,000 in fees, according

to industry sources, although neither Yellow Pages head of press and

public relations Sara Tye, nor Barclay Stratton chairman Christopher

Broadbent were prepared to confirm this figure. The appointment is

effective from the beginning of April.



Broadbent said that the account is the biggest win in the agency’s

ten-year history and will be its biggest account. It is likely to have a

dedicated team of ten to 12 people, he added.



Tye said: ’Managing a number of agencies was not efficient enough. The

pitch process was comprehensive and took a hell of a long time. We have

definitely got the right agency.’ The pitch process effectively began

last July, when the directory specialist’s prime brand, the Yellow Pages

directory, was tendered through the PRCA’s Preview System.



Barclay Stratton emerged victorious and was appointed to handle

corporate and brand PR for the directory and information service Talking

Pages (PR Week, 4 September 1998). The then incumbent, Biss Lancaster,

retained trade PR for the business directory Business Pages and trade PR

for Yellow Pages.



After a decision to consolidate, 12 agencies were considered. This was

cut to a shortlist of six and a final tussle between Barclay Stratton

and the Red Consultancy.



Manning, Selvage and Lee previously handled trade and consumer PR for

the firm’s web site, Yell.



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