Browsing: Yellow

News
The birds on the rhino’s back: how business directories are battling—and benefitting from—Google
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Back in the day, the Yellow Pages ruled. Business names were sometimes based on where they would end up in the book (that’s why there are so many accommodation options starting with A and the Krasilovky Brothers of New York took that to extremes with their long-running listing battle). But for many consumers the online realm is a much more efficient way of finding businesses and Google has taken its toll on the print-based directories and forced them to find new revenue streams. So why are there still so many online business directories in operation?

News
Inside: True
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True opened its doors in 2011 after a few senior protagonists from .99 felt the need to go it alone and break away from the nurturing bosom of The Clemenger Group. Like any new business, the first few years were tough going and it focused on growth rather than profit, but it’s gaining momentum, it’s working with big brands like Air New Zealand and Vodafone, it’s moving into areas outside traditional advertising and it currently employs 25 staff. Managing director Matt Dickinson spills the beans on its philosophy.

News
Yellow ditches DDB / RAPP Tribal for upstart True
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Yellow Group has dropped DDB / RAPP Tribal and appointed True as its new agency, according to the directories company. Yellow says it is finalising one more project with RAPP, which will be completed by the end of the month, after which the relationship will end.

Movings/shakings
Movings/Shakings: 24 January
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The new Mother of the Nation returns to primetime, Yellow adds a digi-double, DraftFCB in full production, Air New Zealand’s new people person, Homestyle finds an editor, Allied Press shakes hands with a rival, and Anthony Reardon heads online.

News
Localist ditches print, hitches wagon to mobile recommendation engine
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When Localist launched as an Auckland-only print directory, plenty of questions were raised about the rationale behind the creation of a new product that went head to head with a dominant player in what many saw as a dying industry. 18 months on and it’s still here and, confounding the sceptics, it’s still growing. But as of next week Localist will be very different and 100 percent digital.

News
Nathan hangs up her Yellow boots
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She’s been behind some of the country’s most creative—and creatively awarded—marketing campaigns, but after four years with the embattled Yellow Pages Group, business transformation director and former marketing director Kellie Nathan has decided it’s time for a change.

Movings/shakings
Movings/Shakings: March 16
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Unlimited hunts for a new helmsman, MediaWorks plays some more news and current affairs swapsies with TVNZ, Rodney Hide sharpens his pen for the NBR, Grownups.co.nz finds some independence, EMC names new marketing director, Village PR adds to the flock, and Hamilton company Torpedo7 hops into bed with an Aussie suitor. 

Movings/shakings
Movings/Shakings: January 24
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DraftFCB says farewell (kind of) to another senior creative, Yellow brings in two foreign imports in its quest to go digital, Localist undergoes a restructure, Ambient Advertising adds one to the flock, Colmar Brunton welcomes a newbie, and Datamine kicks off 2012 with a triple treat.  

News
Yellow gives DDB a glimmer of hope, but stands firmly by its creative man
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Yellow has just pinned its new digital, hyperlocal colours to the mast with the launch of Yellow Local. As has been the case for around three years, Colenso was responsible for coming up with the creative and wooing the users, while Rapp/Tribal, which has been working with Yellow for almost two years, took care of the direct and digital grunt work. But there’s been a new, albeit rather small development in Yellow’s advertising mix, after DDB was handed some project work.

News
Of Aucklanders and elephants
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Who’s it for: YellowLocal by Colenso BBDO and Down Low Concept

Why we like it: It might be a me-too act to counter the arrival of NZ Post’s Localist directory, but, at first glance, YellowLocal seems like it has plenty of good features and …

News
Meet the hyperlocals: Yellow faces up to Localist’s directory challenge with ‘me-too’ offering
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Aside from the number of awards its advertising has won, it’s been a fairly sorry tale for Yellow in the past few years. But, last year, in the face of some horrific finances, Yellow stumped up with a $40 million investment in the business, more sales people and a strategy that focused more heavily on digital offerings. Well, it’s just launched a new digital directory called YellowLocal.co.nz. And it’s heading down a similar hyperlocal path to that of its soon-to-launch NZ Post-run competitor Localist. 

News
Creative Business of the Year: Yellow Pages Ltd
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As the entry video shows, Yellow and Colenso believed you could get anything done with Yellow. But in a world dominated by Google, they had to say it loudly. And, like the award-winning Yellow Treehouse before it, Yellow Chocolate did just that. Whether this campaign achieved business results is debateable (Yellow could also be in line for the Creative Accounting Business of the Year), but that’s an argument for another day. In keeping with the creative Axis vibe, what is clear is that Colenso came up with a big, complicated idea, the Yellow powers that be were brave enough to run with it and the pair brought the many disparate parts together in the form of a chocolate bar. 

News
Direct Response/Direct Campaign/Direct Mail: Colenso BBDO, Special Group + DDB
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In the Direct Response section, Colenso took gold for Yellow Chocolate and a silver for ‘A Rubbish Idea’, while Special Group also took gold for ‘Orcon Business Banner’. And in the Direct Campaign, Colenso came home with both awards, a gold for Yellow Chocolate and a bronze for TVNZ’s ‘Real Stories’ to promote its show The Pacific. In the Direct Mail category, ‘A Rubbish Idea’ and ‘Real Stories’ both took silver, as did DDB’s Catalogue & Tee Shirt Folding Machine for AS Colour.

News
Integrated, Interactive & Titanium: Colenso BBDO + Special Group
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Colenso BBDO took all three awards handed out in the Integrated category, with gold for ‘Yellow Chocolate’ and a bronze apiece for Frucor’s ‘V Ladders’ and TVNZ’s ‘Real Stories’ to promote its show The Pacific. It also cleaned up in the Titanium category, with ‘A Rubbish Idea’ taking bronze and ‘Yellow Chocolate’ turning gold once again. Special Group took the only Interactive Axis, winning gold for the ‘Orcon Business Banner’.

News
The taste of Axis victory: Colenso and Yellow pop corks, as Special Group and Orcon hug awkwardly
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Colenso is at the top of its creative game at the moment and it’s certainly walking the talk when it comes to devising big ideas that get brands talked about by consumers. And while Yellow Pages is wrestling with a few rather large financial demons at present, the pair’s impressive award-winning run continued last night at Vector Arena, when Yellow Chocolate was awarded the Grand Axis, the Titanium gold Axis and the Integrated gold Axis at the 2011 CAANZ Axis awards.

Opinion
From the outside looking in: Paul Brazier on the rise of Kiwi advertising
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How things have changed over the past few years. New Zealand is now punching way over its weight in the ad business. For decades, New Zealand creatives simply didn’t have the budgets that the bigger markets had. But, as the best ad people do, they have turned this negative into a positive and worked out how to use these small budgets to make big, world beating campaigns.

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