Yahoo! Looks Beyond Roster

NEW YORK Yahoo! has bypassed seven-year incumbent Black Rocket Euro RSCG to award a strategic assignment to an undisclosed shop, a company representative confirmed today.

The Santa Clara, Calif.-based company, however, is not conducting a review, she said, adding that Havas’ Black Rocket in San Francisco remains Yahoo’s domestic shop and Euro RSCG in New York its global agency.

The representative declined to offer further details about the project or its budget.

Yahoo! yesterday named Cammie Dunaway, a 13-year Frito-Lay marketing executive, as its new chief marketing officer [Adweek Online, June 4]. Dunaway, who assumes her role later this month, is not involved in this current project, the rep said.

Last month, Black Rocket launched Yahoo!’s first search-centric ads. The TV, radio, outdoor and online campaign features people carrying five-foot-long search bars to illustrate how online searching solves problems. The tagline: “Faster. Easier. Bingo.”

The Web portal spent $30 million on ads last year, according to TNS Media Intelligence/CMR.