Yahoo! - How conventional planning within an unconventional agency structure led to a worldwide media first

Frank Bethel, Olly Taylor and Simon Wasseff

Yahoo! briefed Host in July 2005 to develop a trade marketing campaign. The resulting strategy was to position Yahoo! as the champion of online creativity amongst Australia's creative community by actively involving the community in the creation of ideas online.

Yahoo! – How conventional planning within an unconventional agency structure led to a worldwide media first

Planned by: Frank Bethel, Oily Taylor, Simon WasseffAgency: Host, Australia

SUMMARY

The Yahoo! 'Think Tank' shows how conventional planning skills, when practised within an unconventional advertising agency structure, can lead to a solution far beyond the expectations of the brief.

In this case it took us on the unlikely journey from running a trade print campaign to a media first – a real live Think Tank manned continuously for 24 hours a day, seven days a week for a fortnight in...

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