US-owned internet portal Yahoo!, which recently supplanted FreeServe as the UK’s most visited website, has appointed London ad shop HHCL & Partners to handle its “£ multi-million” creative account.

The agency is charged with ensuring that Yahoo! remains Albion’s preferred portal of call and will focus on the diversified services offered – dispelling the notion that the site is merely a search engine. HHCL’s debut campaign is scheduled to break in the autumn.

Yahoo! has been somewhat fickle in its favours since launching in the UK. Its account was initially handled across Europe by Publicis. The UK business was later switched to RPM3 in March last year, although the Bath-based marketing consultancy never ran any significant advertising for the brand. Yahoo’s most recent UK promotional activity was created in the US by Black Rocket.

The appointment of HHCL follows the installation last year of Martina King as Yahoo’s managing director, UK and Ireland, with a reported brief to increase Brits’ awareness of the portal brand.

News Source: CampaignLive (UK)