Sources familiar with the matter have said that Yahoo has reached out to agencies for the creation of a new consumer brand campaign, AdAge reports. Yahoo declined to comment to that publication.
The search is being conducted without a consultant, with Yahoo reaching out to a number of agencies and inviting some to pitch ideas later this month. While there is no word on which agencies are involved, Yahoo has worked with Ogilvy and Goodby Silverstein & Partners, its agency of record from 2009-2011, in the past. According to AdAge‘s sources, the company, formerly a large TV spender, is considering all media for the new campaign.
While Yahoo claims it has seen a large increase in its monthly mobile audience and a 20 percent increase in its total monthly users since CEO Marissa Mayer took over in July, 2012, the company has still been struggling, posting seven straight quarters without display ad revenue growth. The new campaign is the latest attempt to get the company, which is also looking to invest heavily in Snapchat, back on track. Yahoo spent approximately 5 million dollars of its 12.6 million dollar measured marketing budget (according to Kantar Media) on broadcast advertising last year, but both of those numbers could see an increase with the new marketing push from the company.