Yell has handed Mother its £20m directories business following a protracted pitch. It follows reports in Marketing Week last month that Vallance Carruthers Coleman Priest, involved in two-way shoot out with Mother, were out of the running (MW October 5).
The directories business called the review in April after it parted company with Abbott Mead Vickers.BBDO after 23 years.
AMV claimed its roster client BT had created a conflict of interest.
However, the pitch was thrown into disarray in July when Ann Francke, Yell’s chief marketing officer, left the company (MW July 20). Former head of marketing strategy and communications Catherine Kehoe took up the running of the pitch with Yell chief executive John Condron.
Mother and VCCP have been competing head on for the account since United London, Wieden & Kennedy, Leagas Delaney and Miles Calcraft Briginshaw Duffy were eliminated at an earlier stage.