R.H. Donnelley Picks C-K

CHICAGO R.H. Donnelley, a provider of print and online telephone directories, has tapped independent Cramer-Krasselt to handle its $15-20 million advertising account following a review, according to the shop.

The independent Chicago agency won the account after a review that initially involved 16 shops. The company put its account into review after acquiring Dex Media earlier this year for $4.2 billion.

Independent Valentine Radford in Kansas City, Mo., was the lead agency on the Donnelley business. Interpublic Group’s Draft FCB in New York had handled Dex. The two incumbents were invited to participate. Other contenders were not disclosed. ABA Consulting in Raleigh, N.C., managed the review.

Despite the growth of the Internet and other search options, print listings continue to thrive by offering local options to users, said Peter Krivkovich, C-K CEO. “If you’re looking for a ton of information, you’d go do the Internet,” he said. “But market by market, if you’re looking for locations and things, you’re going to go to Yellow Pages.”

After acquiring Denver-based Dex, the company publishes more than 600 directories in 28 states, with a total circulation of 73 million. Other competitors in the category include Yellow Book of Uniondale, N.Y., and Verizon Information Services, which publishes SuperPages.

“We’re committed to delivering the product of choice in all the markets we serve by providing the most complete local search information available in print and online,” said Maggie Le Beau, chief marketing officer at the Cary, N.C., company. “We’re delighted to partner with C-K as we continue to build our brands and innovate our products and services.”

Company products include Embarq Yellow Pages, AT&T Yellow Pages and Dex Directories.

Billings were not disclosed, but Donnelley recorded ad expenditures of nearly $15 million last year, according to Nielsen Monitor-Plus. Sources said that amount could rise as the company gears up for a major advertising relaunch.