McCann-Erickson pips JWT to snag Yellow Pages brief

HONG KONG: McCann-Erickson has snatched the Yellow Pages directory

account from incumbent Grant Advertising, which did not participate in a

two-way pitch that included J. Walter Thompson.

McCann said it intends to update Yellow Pages' profile to give it a more

contemporary brand image via a through-the-line integrated campaign. By

updating the directory's image, it believes this will stimulate daily

usage.

McCann-Erickson Guangming Hong Kong managing director Rosanna Yu said:

"The Yellow Pages is not something that is top-of-mind at the moment,

especially when you consider that people can get telephone numbers

through directory inquiries and the internet."

Yu said the campaign will include television and print and a heavy

below-the-line emphasis on direct mail and event marketing to

demonstrate usage occasions.