Yada Yada Taps BBH

Yada Yada, a mobile Web-portal service, has awarded the creative and media planning portions of its estimated $10-15 million account to Bartle Bogle Hegarty after a one-month review.

The New York shop bested Ra-zorfish, Toolbox and DeVito/Verdi, all in New York, and another un-disclosed shop.

Yada Yada last week launched its wireless Internet service, which is offered for personal-digital-assistant devices such as the Palm Pilot or Handspring.

“All were great agencies, but the BBH team was fantastic,” said Bill Short, the New York-based client’s chief marketing officer. “BBH has shown that they can work in a space that is moving quickly and be very effective.” He cited the award-winning work the shop’s London office did three years ago for Britain’s One2One cellular service. The campaign was credited with moving that brand from fourth to first in its category in 18 months.

What sets Yada Yada apart from competitors like OmniSky and Go America is its My Yada Yada portal, which allows users to customize Web-page information.

“We take care of the details in ac-cessing information by going so deep into a Web site [for customization] that it won’t clutter up your Palm,” Short said.

“It’s a hot, exciting category,” said BBH account director Sarah Thompson. “They’re on the forefront of technology, and we’re looking forward to helping them build their brand.”

A print, online, outdoor and direct marketing campaign bows in January.

Media buying is still being worked out between BBH and the client.