Yellow Pages: Hidden Pizza Restaurant

The strong heritage of Yellow Pages as a print advertising entity in Australia was leaving it vulnerable to attack because it was perceived as out of date, despite its partnership with Google.

Yellow Pages: Hidden Pizza Restaurant

Agency: Clemenger BBDO MelbourneClient: SensisProduct: Yellow Pages (Advertiser)

Objectives

Yellow Pages as a directory (not just a print medium) enjoys usage from over 4.5 million Australians a week1 and having just signed a distribution deal with Google, boasts the largest digital reach of any Australian directory or marketing services brand. As the business data returned in Google searches is actually Yellow Pages' data, advertisers in Yellow Pages are still found in Google organic listings.

These strategic advantages clearly evidenced that our challenge was one of brand perception, not...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands