Yahoo launches $100m global brand campaign

Sep 23, 2009 | Uncategorized

Yahoo! is launching a global brand campaign to promote its newly revamped core products, including its media portal, email, search and online sharing tools. The embattled media giant, which has recently secured a deal with Microsoft to share search and advertising resources, is hoping the campaign will boost its users in a bid to regain […]

Yahoo! is launching a global brand campaign to promote its newly revamped core products, including its media portal, email, search and online sharing tools. The embattled media giant, which has recently secured a deal with Microsoft to share search and advertising resources, is hoping the campaign will boost its users in a bid to regain market share from rival Google. Yahoo said its new ‘Y!ou’ campaign is based on consumer research, which emphasised the importance of simplification and personalisation.


“Our vision is to be at the centre of people’s online lives—to be at the place where their world meets the larger world,” said Elisa Steele, Yahoo! executive vice president and chief marketing officer, speaking at the IAB MIXX Conference and Expo in New York City. “Our new branding will focus on people—the power and promise of ‘you.’”
“This is much more than an advertising campaign,” added Steele. “It’s about how Yahoo! delivers its promise to the market in everything we do. Our brand strategy shows our commitment to delivering personally relevant online experiences.”
The brand campaign will launch on September 28 in the United States and October 5 in the United Kingdom and India, 2 November in France and extend into 2010.
It will reach major and emerging markets worldwide, including Brazil, Canada, Hong Kong, Indonesia, Korea, and Taiwan.
“Today the Web and your world are inseparable,” said Yahoo! Chief Executive Officer Carol Bartz. “Hundreds of millions of people use Yahoo! to get the information they need, connect with friends and family, and be entertained. We are about creating online experiences people find meaningful, relevant, and fun.”

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