by Search Copywriter
D. Warburton
D. Warburton
Yahoo! is launching a new multi-million dollar global advertising campaign to promote the personalised and flexible nature of its products and services, and to raise awareness of product launches over the coming year.Brand Republic reports that the television advertising campaign will be Yahoo!'s first in seven years, the most recent being a 2002 promotion of Yahoo! France. This return to the airwaves signals a new push in brand marketing for the company, and could see the return of the trademarked Yahoo! "yodel." The company's new slogan is reported to be "It's You!" which will feature the "Y" from the Yahoo! logo.
The international marketing campaign is being conducted in association with London-based brand awareness company Ogilvy, and is expected to be launched within the coming weeks, running to the end of 2010.
In addition to TV advertisements, the campaign will involve product launches, such as the new Yahoo! homepage, and further brand awareness strategies. This includes the installation of a new Yahoo! sign in New York's Times Square.
The decision to aggressively promote the company came following the restructuring of Yahoo!'s marketing team, with Elisa Steele as chief marketing officer and Kristof Fahy conducting all brand and consumer marketing in markets outside the United States. Senior marketing director of Yahoo! Europe, James Tipple believes the company has been "quiet for too long," but is now investing $15m (£9m) in the new brand marketing strategy.
Yahoo! Europe's senior vice-president Rich Riley has also expressed the desire to promote product launches more aggressively.
