Yahoo! to consolidate UK work

Yahoo! is to streamline its UK agency arrangements amid concern that it lacks a cohesive global vision.

The world's most visited website plans to use a single agency to cover UK corporate, trade and consumer for all Yahoo! services. A shortlist is likely to be drawn up next week.

Yahoo! currently works with firms including Bite Communications, Brands2Life and Cohn & Wolfe.

Slice PR, which promotes Yahoo!'s music interests, will continue to be used.

European comms director David Sawday said: 'Most of our agencies are being invited to repitch. But some do not have the skillsets we are looking for.'

Yahoo! has also approached an unspecified number of agencies not on its roster for the contract. It wants an outfit with 'strong European capacity' although the review is for the UK.

In November last year an email by Yahoo! SV-P Brad Garlinghouse was leaked to The Wall Street Journal, in which he stated: 'We lack a cohesive vision. We want to be everything – to everyone'.

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