Yellow Pages’ web site directory Yell has appointed Manning Selvage
and Lee as its retained agency. MS&L pitched against Jane Howard PR for
the account, which was previously handled by Edelman.
MS&L’s brief will include acting as press office and help co-ordinate
the annual UK web awards, which are sponsored by Yell.
Barbara Newman, usage development manager, at Yell said MS&L’s key task
would be to explain the benefits of web advertising to users.
Yell itself has been a prize winner this year, after picking up the
award for internet directory of the year at the Directory Publishers
Association awards in July.
By October this year Yell had signed up 30,000 businesses to its offer
of a free web site, after launching a campaign to target the 1.6 million
businesses listed in the Yellow Pages.
Yell was launched in January 1996. As well as individual business web
sites, it offers a gardening guide, film finder service, and the London
Guide, which includes restaurants and travel information.
