Yahoo! is reviewing its UK advertising agency roster as part of an overhaul of its marketing strategy.
The internet services company intends to consolidate its £2.6m creative account into a single agency ahead of plans to step up advertising of its services beyond its search engine.
Yahoo! works with Maher Bird Associates and Profero to promote its web, search and music products. In May, the company appointed Lean Mean Fighting Machine to develop a digital strategy showcasing the commercial opportunities available to brands on its websites (Marketing, 4 July).
The review, which is being handled by ISBA, is expected to be completed in the autumn. It is not known whether Yahoo!'s existing roster agencies have been asked to repitch for the business.
The internet giant spends most of its UK media budget promoting itself to brand-owners. However, it recently launched a campaign to raise consumer awareness of Yahoo! Answers, the social-search service that allows users to ask other people's advice, rather than rely on electronically generated results.
Last month Yahoo! said that its profits had dipped as a result of increasing competition in the paid-search sector and the delay in implementing Panama, its next-generation advertising platform. Its net income was $161m (£78m) in the three months to 30 June, down from $164m (£80m) in the same period last year.
In an effort to improve its fortunes, Yahoo! is in the process of expanding the amount of video content available via its web portal to tempt advertisers who are disgruntled with TV.
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