Media & publishing

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Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2012

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Yellow Pages as a print advertising entity in Australia was leaving it vulnerable to attack because it was perceived as out of date, despite its partnership with Google.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 B2B

Case Study • Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2012

The Yellow Pages business directory had aggressive sales goals for Canada in 2011. Its strategy centred on upselling its new Yellow Pages 360º Solution digital services to existing customers.

Batelco Directory: Print - 'Hotel', 'Chinese Restaurant' and 'Hospital' (UAE)

Gunn Report • Gunn Creative, 2012

Contains the print creative 'Hotel', 'Chinese Restaurant' and 'Hospital' for Batelco Directory by the agency FP7/DXB in UAE.

Kudzu.com: Operation Dollhouse

Case Study • Direct Marketing Association - US, Silver, ECHO Awards, 2011

Kudzu.com helps U.S. homeowners plan projects, solve problems and choose highly-rated contractors in their local area.

Yellow Pages Group: Yellow Chocolate

Case Study • Direct Marketing Association - US, Silver, ECHO Awards, 2011

The Yellow Pages wanted to convince New Zealanders of its continuing relevance as a business directory.

How hiding a restaurant proved that Yellow Pages worked better than ever - the Hidden Plaza Restaurant

Case Study • Chris Howatson, The Communications Council, Bronze, Australian Effie Awards, 2011

Yellow Pages faced the challenge of changing the perceptions of Australian business people, who saw the brand as an outdated print director.

Online Advertising Expenditure Report Q2, 2011

Article • IAB (NZ), IAB Insight, 2011

This IAB report covers the online advertising expenditure in New Zealand over the course of Q2, 2011.

Yellow Page Group (NZ): Job Done

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2011

Yellow® New Zealand launched the ‘Job Done’ campaign to help New Zealanders reconsider Yellow® as a relevant, contemporary brand.

Aim Proximity: Yellow Art Awards

Case Study • Direct Marketing Association - US, Leader, ECHO Awards, 2010

In New Zealand, the Yellow Pages Group Art Awards has been running for 19 years. It is best associated with the image on the cover of each region’s White Pages.

Yellowbook - Helping America Break its Google Habit

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Existing Brands, 2010

Gotham New York helped Yellowbook take on the might of Google by laying claim to a specific kind of occasion: a 'Yellowbook moment'.

Yellow Pages: Yellow Chocolate

Case Study • The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2010

Yellow Pages, the New Zealand directory service, needed to emphasize its continued relevance in the digital age.This case study describes how the service opted for a campaign to reaffirm Yellow Pages as a problem-solving tool.

SuperGuarantee - Too Soon for a Eulogy

Case Study • Effie Worldwide, Bronze, North America Effies 2010

The Yellow Pages are dead, or so we're told. With a devastating decline in share of possession and usage, the SuperYellowPages were fighting a tough battle.

The Yellow Pages Group: The Yellow Treehouse

Case Study • Direct Marketing Association - US, Henry Hoke and Gold ECHO Award, 2009

New Zealand's Yellow Pages Group had to rescue its image from the past with digital-age relevance. It rolled out a campaign featuring a brand tagline "Job Done" and recruited a young woman to serve as the face of the campaign.

Yellow Treehouse

Case Study • The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009

In 2008, the NZ Yellow pages Group had a major image problem. Consumers and advertisers alike were questioning their relevance in the post-Google age.

Yellow flag for the Yellow Pages medium

Article • Janice Lucente, ANA Magazine, August 2005, pp. 42-42

Yellow Pages (in the Unites States) is the only major medium that does not provide independent, third-party circulation auditing.

In search of respect: the Yellow Pages

Article • Bill Duggan, ANA Magazine, April 2004

Discusses directories (“yellow pages”) as an advertising medium. Advertisers tend to ignore it, unfairly.

The impact of trademarks and advertisement size on Yellow Page call rates

Research Paper • Avery M. Abernethy and David N. Laband, Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp. 119-125

Split book yellow page tests randomly distribute different versions of the test advertisement in the same market at the same point in time allowing direct assessment of the customer pulling power of different sizes or types of yellow pages advertisements.

Yellow Pages: a well kept secret?

Article • Peter Buxton, Admap, September 2002, Issue 431, pp. 32-34

The author introduces this article by presenting an overview of advertising expenditure in all directories since 1960 and demonstrates the success of the medium over that time by ranking it alongside ten other major media sectors.

The Customer Pulling Power of Different-sized Yellow Pages Advertisements

Research Paper • David N. Laband and Avery M. Abernethy, Journal of Advertising Research, Vol. 42, No. 3, May/June 2002, pp. 66-72

In this paper, we analyze a sample of 745 yellow pages test advertisements to empirically estimate the influence of purchases of different sizes of yellow pages advertisements on customer call rates in the marketplace, controlling for different competitive situations, different market sizes, and the different call levels routinely generated by different yellow page headings (e.g., pizza delivery versus roofing services).

Business Pages

Case Study • Clare Roberts and Lucy Edge, Account Planning Group - (UK), Commended, Creative Planning Awards, 2001

Campaign for Business Pages, a business-to-business phone directory. Objective: to get a boring product noticed by creating some emotional links.

There's Nothing the Yellow Pages Can't Help You With

Case Study • Haldor Haarvik, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2000

1994-1998 Norwegian campaign for Yellow Pages (Telenor Media). Objective was to improve awareness, knowledge and perceptions of Yellow Pages among advertisers, users and employees.

Yellow Pages – Talking Pages

Case Study • James Champ, Account Planning Group - (UK), Highly commended, Creative Planning Awards, 1999

Campaign in 1999 for Yellow Pages: Talking Pages. Objective: increase number of calls by selling the telephone number.

Yellow Pages

Case Study • Lucy Edge, Account Planning Group - (UK), Creative Planning Awards, 1999

Campaign in 1999 by AMV.BBDO for Yellow Pages. Aim: to rejuvenate the `heartland' campaign.

BuzzFeed seeks to identify consumers challenged by “adulting”

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.
Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.
Rogue One: Everything but Rogue with Data

Case Study • Jack McLaren, Dan Radford, WARC Media Awards, Gold, Best Use of Data, 2017

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.
Mixing data and creativity at Netflix

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.
The Economist: Raising Eyebrows and Subscriptions

Case Study • Darren Burnett, Institute of Practitioners in Advertising, Gold, The Channon Prize for Best New Learning, IPA Effectiveness Awards, 2016

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.