Yellow Pages Catapults Into the Digital Age

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Vice President and Group Leader

YP, formerly Yellow Pages, is thinking big with its brand reinvention for the digital age.

Its recently announced new ads created by BarrettSF as well as a groundbreaking partnership with Havas Media. Havas Media “will handle strategy, planning and buying for traditional and digital assignments,” MediaPost reports.

The company, once known for connecting local consumers with local businesses through phone books has transformed itself into a digital player in the same arena as Yelp and Google.

VP of Brand Alex Kaminsky is spearheading the effort with a barrage of marketing on a variety of platforms and crafting new solutions for today’s market. Kaminsky came on earlier this year to revolutionize the YP team. “I’m being selfish,” he tells MediaPost. “I only work with aggressive and entrepreneurial people and agencies.”

Havas Media has worked in the past with an impressive list of clientele including Coca Cola, Nike, Dove and Volvo.

Out-of-home, radio, digital, and other media will make Kaminsky’s plan a reality by introducing the brand’s personality to consumers. The first step becomes gaining brand awareness. The campaign begins Sept. 9, and will run through the year, starting in New York and San Francisco, followed by Los Angeles and Atlanta. One of the first out-of-home campaigns will tell stories in places like Grand Central Station in Manhattan. The strategy also includes a partnership with CBS properties.

YP is currently working on a Facebook app, Kaminsky tells MediaPost, that will connect user to-do lists with local businesses. YP already boasts a mobile app that helps users find local businesses on the go.

“It’s time to find out how to get it done this week,” one of the new tailored sports radio spots announced. The sponsored segment delivers useful sports news and stats to listeners, and reminds users at its close “If you need help getting it done, download the YP app right now” to gain access to over 18 million businesses.

But there’s no better way to connect locally than giving back to local communities. That’s why YP has teamed up with CBS’ EcoMedia to support local nonprofits as part of their overall campaign. Their partnership is with Publicolor, a nonprofit that connects with at-risk youth using a design-based curriculum. And the students give back too, Publicolor students put their design chops to work to revitalize and beautify public spaces with the power of design and color. YP provided $146,000 to Publicolor to support their continued operation.

We’re excited to work with YP in executing their new brand awareness strategy. YP is just one example of some of the great companies that are using national platforms to serve local needs. Here at CBS that’s what we’re all about.

Read the full MediaPost article here.