McCann-Erickson pips JWT to snag Yellow Pages brief

<p>HONG KONG: McCann-Erickson has snatched the Yellow Pages directory </p><p>account from incumbent Grant Advertising, which did not participate in a </p><p>two-way pitch that included J. Walter Thompson. </p><p><BR><BR> </p><p>McCann said it intends to update Yellow Pages' profile to give it a more </p><p>contemporary brand image via a through-the-line integrated campaign. By </p><p>updating the directory's image, it believes this will stimulate daily </p><p>usage. </p><p><BR><BR> </p><p>McCann-Erickson Guangming Hong Kong managing director Rosanna Yu said: </p><p>"The Yellow Pages is not something that is top-of-mind at the moment, </p><p>especially when you consider that people can get telephone numbers </p><p>through directory inquiries and the internet." </p><p><BR><BR> </p><p>Yu said the campaign will include television and print and a heavy </p><p>below-the-line emphasis on direct mail and event marketing to </p><p>demonstrate usage occasions. </p><p><BR><BR> </p>