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Yahoo! kick starts $100m brand campaign


Yahoo! kick starts $100m brand campaign


Search engine Yahoo! has revealed the creative details behind its first major marketing campaign for seven years.

According to a report by Brand Republic the global campaign is focused on personalisation and how consumers can access multiple services and information online, running until the end of 2010.

It will feature TVC, the company’s first since 2002 when it ran a push for Yahoo! Finance, along with prints ads in a range of magazines and newspapers including GQ and Glamour.

The company is rolling out a $100m plus global ad campaign and a new tagline ‘Y!OU’ created by WPP’s Oglivy.

The organisation has not revealed how much it is spending in each market, but it is believed the company has committed $17m to the UK alone. Other markets include the US, India, France, Brazil, Canada, Hong Kong, Indonesia, Korea and Taiwan.

Yahoo!’s redesigned homepage, which features a greater degree of personalisation and incorporates links to social networking sites such as Facebook, goes live today having been in beta for a short period.

In addition, Yahoo! Search will include video ads and key products when people search for branded keywords on the search engine and Yahoo! Mobile will offers users ringtones featuring the Yahoo! Yodel for download.

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