Maher Bird wins Yahoo UK and Ireland trade business

Yahoo! has awarded its UK and Ireland trade marketing account to Maher Bird Associates following a seven-way pitch.

The other agencies on the shortlist were Soul, Vallance Carruthers Coleman Priest, Proximity London, KLP Euro RSCG, Joshua and Wunderman (MW July 17).

The trade marketing account is a new area for Yahoo!, which has given Maher Bird a brief to promote the benefits of interactive advertising to businesses. Maher Bird will work as an extension of the sales and marketing teams at Yahoo! to target key disciplines within media and advertising agencies, client organisations and principal stakeholders.

“We believe that having both a differentiated and relevant trade positioning is key to building the online advertising share,” says Yahoo! UK marketing director Yonca Dervisoglu, who oversaw the pitch. “Trade marketing is an integral part of our communications strategy. A dedicated agency focusing on this area is one of the many steps we are taking to ensure that we help to establish the internet as the sixth media.”

Yahoo! continues to work with HHCL/Red Cell and Euro RSCG Black Rocket on a project basis. Manning Gottlieb OMD will continue to handle media planning and buying for Yahoo!.

Yahoo! acquired commercial search service Overture last month for $1.6bn (&£1bn). Together the two companies offer a number of integrated marketing solutions, including branding, paid placement, graphical ads, text links, multimedia and contextual advertising.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here