Yahoo! hires Publicis Dialog in strategic rethink

The internet giant has consolidated its advertising into a single agency and is planning to step up the promotion of its portfolio of services beyond its core search engine business.

Yahoo! previously worked with Maher Bird Associates and Profero to promote its web search and music products. In May, it appointed Lean Mean Fighting Machine to develop a digital strategy showcasing the commercial opportunities available to brands on its websites.

As a result of the review, which was overseen by ISBA, Publicis Dialog will become Yahoo!'s lead strategic and creative agency across a range of platforms.

Yahoo! currently spends most of its UK media budget promoting itself to brand-owners. However, it recently launched a campaign to raise consumer awareness of Yahoo! Answers, a social-search service that allows users to ask other people's advice.

This article was first published on Marketing