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.
