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International: Yahoo hires Ogilvyone for interactive marketing

22-November-2004
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International: Yahoo hires Ogilvyone for interactive marketing

Yahoo has announced it hired WPP Group's OgilvyOne to handle its interactive marketing and that the agency will soon open an office in San Francisco.

OgilvyOne has hired Mark Yesayian as the office's managing director, according to the agency, which has an office in Los Angeles but not in San Francisco. Yahoo is headquartered in Sunnyvale, Calif., in Silicon Valley near San Francisco.

Mark Yesayian had been the senior vice president of agency services at San Francisco e-mail marketing company Digital Impact. Previously, he has held positions at Digitas and Wunderman Worldwide.

Laid off creatives

Yahoo had handled its online creative in-house, but laid off its creative team in October. The creatives numbered "about 15," according to people familiar with the matter. Soho Square in New York, another WPP agency, will remain Yahoo's agency of record, while OgilvyOne will provide online creative and marketing services for the Yahoo brand, a Yahoo spokeswoman, Nissa Anklesaria, said.

Yahoo, which is locked in fierce competition with Google and MSN, declined to detail its planned marketing budget.

Yahoo's revenue grew 200% to $765 million for the third quarter of 2004, the portal reported in October.

Need for expertise

"Yahoo felt it was important to support the growing business with the expertise of an agency like OgilvyOne," Ms. Anklesaria said.

Mr. Yesayian had been the senior vice president of agency services at San Francisco e-mail marketing company Digital Impact. Previously, he has held positions at Digitas and Wunderman Worldwide.

"There have been offers made to other people and we are planning to make other key appointments in the coming weeks," said Mish Fletcher, a spokeswoman for OgilvyOne.

Source: Adage

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