Barclay Stratton has clinched the pounds 3 million consolidated
Yellow Pages account in a final shoot-out with the Red Consultancy.
The account is worth in the region of pounds 750,000 in fees, according
to industry sources, although neither Yellow Pages head of press and
public relations Sara Tye, nor Barclay Stratton chairman Christopher
Broadbent were prepared to confirm this figure. The appointment is
effective from the beginning of April.
Broadbent said that the account is the biggest win in the agency’s
ten-year history and will be its biggest account. It is likely to have a
dedicated team of ten to 12 people, he added.
Tye said: ’Managing a number of agencies was not efficient enough. The
pitch process was comprehensive and took a hell of a long time. We have
definitely got the right agency.’ The pitch process effectively began
last July, when the directory specialist’s prime brand, the Yellow Pages
directory, was tendered through the PRCA’s Preview System.
Barclay Stratton emerged victorious and was appointed to handle
corporate and brand PR for the directory and information service Talking
Pages (PR Week, 4 September 1998). The then incumbent, Biss Lancaster,
retained trade PR for the business directory Business Pages and trade PR
for Yellow Pages.
After a decision to consolidate, 12 agencies were considered. This was
cut to a shortlist of six and a final tussle between Barclay Stratton
and the Red Consultancy.
Manning, Selvage and Lee previously handled trade and consumer PR for
the firm’s web site, Yell.