Landor Associates

Got Yahoo? Internet Giant Hires Goodby as Top Creative Agency for Its Ongoing Brand Revitalization.

Kara Swisher in News on October 19, 2009 at 5:55 pm PT

In a shift that is sure to be much commented on by the advertising industry, Yahoo has tapped Goodby, Silverstein & Partners to take the lead for its creative, advertising, digital marketing and strategic planning efforts. The San Francisco-based Goodby, which is owned by the Omnicom Group, is known for innovative ideas and has done such memorable campaigns as the terrific “Got Milk?” campaign. Perhaps a “Got Yahoo?” campaign is in the future? Until now, the top job of goosing Yahoo’s tarnished brand, as part of a recently launched $100 million marketing push, has been helmed by Ogilvy & Mather.

Yahoo's Extreme Makeover Confirmed With the Hiring of a New Global Marketing Exec

Kara Swisher in News on July 1, 2009 at 3:20 am PT

Last week, BoomTown posted a detailed piece on Yahoo’s plans for a massive rebranding and marketing push, which included the hiring of outside consultant Penny Baldwin, who was a former top exec at Young & Rubicam. Yesterday, Baldwin became an official Yahoo exec, as SVP of global integrated marketing and brand management. She has been described by many sources as much more colorful and bold in her style, advocating more aggressive ideas about reinvigorating the Yahoo brand. “Well, Penny is definitely not Yahoo,” said one Yahoo source, joking about the company’s quainter, yodel-focused and purple-toned image. “Which is probably a good thing.”

Exclusive: Yahoo Working on Major Brand Overhaul (Pretty Please, No More Yodeling!)

Kara Swisher in News on June 24, 2009 at 7:39 pm PT

In what many sources at the company said is a major push, Yahoo is working on a massive plan to overhaul its brand in order to repair a damaged public image and focus consumers on what defines Yahoo. The effort is being spearheaded by newly installed Chief Marketing Officer Elisa Steele, who has hired well-known brand consulting firm Landor Associates, as well as an outside consultant named Penny Baldwin, who was a former top exec at brand and ad giant Young & Rubicam.