Yahoo Adds Goodby as Lead Agency

Yahoo has added Goodby, Silverstein & Partners to its agency roster. The addition follows last month’s launch of the $100 million global “It’s Y!ou” campaign from Ogilvy & Mather that touts the Internet giant’s personalization features.
The San Francisco-based Omnicom Group agency will assume “lead responsibility to take Yahoo’s creative, advertising, digital marketing and strategic planning to the next level,” said the company in a statement.

While Goodby takes the lead role in the U.S., WPP’s Ogilvy and its OgilvyOne subsidiary will continue to work on the brand overseas. Media duties remain at WPP units Mindshare and Neo@Ogilvy.

All of the shops on the roster, including branding firm Landor & Associates, will have a seat on Yahoo’s new brand advisory board.

Yahoo has been a client of WPP’s since 2003, when the holding company set up a dedicated, multi-disciplinary unit called Soho Square to service the brand.

At the time, Ogilvy worked with Telefonica in Spain, a client that had plans to enter the U.S market. As such, Soho Square became a means for insulating two potential conflicting clients.

Last year, Ogilvy took the reins on the Yahoo account and the new campaign is the first major effort from the agency. Ogilvy declined comment.

Nielsen Business Media