Yellow ditches DDB / RAPP Tribal for upstart True

  • Advertising
  • February 13, 2013
  • Sim Ahmed
Yellow ditches DDB / RAPP Tribal for upstart True

Yellow Group has dropped DDB / RAPP Tribal and appointed True as its new agency. According to the directories company, it's finalising one more project with RAPP due later this month, after which their relationship will end.

Yellow will retain Porter Novelli for PR and Starcom for media.

The company's print business has been struggling in recent years to compete against the tide of SMEs heading online. In a press statement today, Yellow says the change in agencies coincides with a big push towards digital marketing services within the business.

Matt Dickinson, managing director at True, says the two-year old agency won the account by promising a "big digital component" in its pitch.

"We won by providing an end to end solution. It wasn't just about marketing Yellow, it was about helping them get their sales proposition right too," says Dickinson.

True was founded in early 2011 by Craig Pethybridge and Michael Currie, with Dickinson joining his former .99 colleague Pethybridge later that year. Dickinson was the group account director at .99 overseeing Air New Zealand's account, while Pethyridge was a creative director.

Dickinson says Yellow is by far the agency's largest account to date, but he expects the 11-strong team at True will do well on it.

"I think we'll more than cope, and between the experience we have with myself, Craig and the team we'll do some amazing things," he says.

 StopPress has contacted Yellow for further comment.

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