UK head of PR Georga Douglas said she narrowed an eight-strong list of agencies down to just two for the contract, which will initially run for one year.
C&W takes immediate control of the acount from two-year incumbent Fleishman-Hillard and fees are understood to be in the region of £100,000.
Douglas, who confirmed that C&W’s fees were a ‘reasonable increase’ on those handed to F-H, said C&W would target planners and buyers in a campaign to raise awareness of the ‘importance of online advertising’, in addition to handling broader corporate profile-raisingwork.
C&W will promote Yahoo!’s offer across all five business units: mobile, search, personal, marketing services and consumer network services, such as email.
F-H mainly promoted the marketing services unit and handled corporate work.
C&W associate director Stephen Davie leads an account team of four, with corporate director Stephen Doherty and digital director Ginni Arnold providing strategic counsel. Doherty joined last month, having quit as a director in Edelman’s UK corporate and public affairs team (PRWeek, 11 April).
Doherty replaces Jennifer Cohan, who is on a three-month sabbatical and will return in July in a role focused on new business generation.
Yahoo!’s consumer PR continues to be handled by Cow, which won the account from F-H last year (PRWeek, 1 November 2002). This account was not part of the C&W appointment process.
Last Christmas, Yahoo! and Cow ran a PR campaign encouraging consumers to shop online, claiming it is ‘stress-free’. Yahoo! set up ‘stress surgeries’ in various British cities as part of the stunt.