SUNNYVALE, CA: Yahoo has selected DKC as its b-to-b AOR for a six-figure monthly retainer, according to Eric Brown, SVP of global communications for Yahoo.
The agency was selected for its industry knowledge and relationships inside New York's advertising market. Peppercom, which declined to comment, previously held the account.
“[Yahoo has] a great opportunity as marketers shift dollars from offline to online,” Brown said. The b-to-b program will act to maintain the company's search query share, while working to convince more marketers to reallocate their dollars online.
In particular, the program will target TV advertising dollars because “even though TV viewership is down the ad dollars are not migrating away from TV the way it did with print media,” Brown noted.
Industry sources told PRWeek that several agencies dropped out of the b-to-b RFP process, because of dissatisfaction with Yahoo's requirements.
A separate source inside Yahoo confirmed that “three agencies dropped out of the RFP process during the course of preliminary discussions.”
“Each agency provided their own reason for withdrawing, which included an inability to source a team with the experience we were looking for and because the budget/assignment was broader than they were equipped to take on given their scale,” the source said.
Four agencies ultimately completed the pitching process.
“Yahoo is one of the most important brands in media, technology, and advertising, and we're proud to have been selected,” Matthew Traub, MD at DKC, told PRWeek.
Last month, Yahoo selected an integrated team from Porter Novelli and Voce Communications as its consumer AOR after a competitive review.
Updated January 27, 2010, 1:44pm