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Yellow Pages: Hidden Pizza Restaurant

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Pages as a print advertising entity in Australia was leaving it vulnerable to attack because it was perceived as out of date, despite its partnership with Google.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

Rankings • WARC Creative 100, 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 • DMA (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 • DMA (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, Effies (Australia), 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Yellow Pages faced the challenge of changing the perceptions of Australian business people, who saw the brand as an outdated print director.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 • DMA (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 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 • CAANZ Effies (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.

The Yellow Pages Group: The Yellow Treehouse

Case Study • DMA (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 • CAANZ Effies (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, 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, 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, APG (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, IPA (UK), 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, APG (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, APG (UK), Creative Planning Awards, 1999

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

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.