Yahoo Ad Campaign Stems From Search for Identity

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In the past few years, Yahoo has been in the news more for its on-again, off-again potential deals with Microsoft (which is ultimately off) and its management changes than for its products and services. A TV, print and online campaign launched last September around the theme “It’s You” sought to change that by, in evp and CMO Elisa Steele’s words, getting Yahoo “back in the conversation.” Despite criticism, notably from the Wall Street Journal’s influential All Things Digital blog, which noted that the effort was “widely considered a failure,” Steele says the campaign’s first leg, created by Ogilvy & Mather and then commandeered by Goodby, Silverstein & Partners in October, has achieved its stated objective.



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