BRANDING NEWS: Yell appoints new CMO and announces partnership with Landor Associates

Print and digital services provider, Yell has appointed Jenny Ashmore as group chief marketing officer.

The newly created role will see Ashmore handle the company’s global marketing strategy and oversee its execution throughout Yell Group’s operations in the UK, US, Spain and Latin America.

The strategy will encompass transforming the brand’s established position in providing printing and online advertising for small and medium enterprises (SMEs) to become a leader in the emerging local eMarketplace – a platform and digital portal where consumers and SMEs can connect and transact.

Commenting on the appointment, Mike Pocock, group chief executive officer, said, “As we continue to transform Yell’s business to focus on delivery of digital marketing services to our 1.3 million SME customers, Jenny will apply her considerable vision and insight to lead the definition, delivery and positioning of Yell’s brand portfolio.”

The company also revealed that it has selected strategic brand consulting and design firm, Landor Associates to evaluate Yell’s group of brands and its overall structure.

Chris Landry, Yell’s group head of brand and design, commented on the partnership, “Landor’s appointment is an important step towards the creation of a cohesive overall brand voice for Yell Group. As we expand our international portfolio of digital products and services for the eMarketplace, the team at Landor will help us explore, understand and implement a solid positioning platform for our business.”