BRANDING NEWS: Yell to stage global review of agency activity

Yell is undertaking a global review of its marketing agency relationships and is preparing the launch of a new range of digitally-focused products.

Agency support is being reviewed across all operations in the UK, US, Spain, and across Latin America with the intention of creating the most cost-effective agency support structure.

Jenny Ashmore, group chief marketing officer, said: “Yell is making good progress in implementing its new strategy and now has a very exciting challenge to create and deliver a truly global brand, reflecting our new direction and one that is relevant to the converging SME and consumer market.”

The first phase of the review addresses Yell’s requirements for global advertising creative services, with the selection process for a new global creative agency already underway.