PHILADELPHIA: Tierney Communications has taken over firm The Martin
Agency as agency of record for the Yellow Pages Publishers Association
(YPPA), the 450-member trade association for the Yellow Pages
The YPPA plans a shift in communications focus from a consumer campaign
to a b-to-b approach, targeting media buyers and media planners.
Tierney beat out 12 other agencies to win the initial, one-year
contract, wresting the final win from New York-based Bouchez Kent &
John Greco, president and CEO of YPPA, said he chose Tierney because of
its integrated PR and advertising abilities.