13.9.2010 But­ler, Shine, Stern and Part­ners

YellowPages.com Rebrands as YP

There's something bigger than just the words that are typed into a search box, which is captured in the YPSM brand experience. That's the philosophy behind the "Click Less. Live MoreSM" national ad campaign introducing the new YP brand and search experience across AT&T* Interactive's flagship local search products – which include YP.comSM, the new YELLOWPAGES.COM(SM), and YPmobile®. Starting this week, television viewers across the US will see the YP brand in action through a mix of commercials scheduled to air during popular sports and national cable TV programming. 


The multimillion dollar campaign shines the spotlight on how the YP brand can help users to experience more, do more, and ultimately live more through a better local search experience. Inspirational advertisements across national TV, print, digital and local-market outdoor ads capture the evolved brand personality and position YP as a brand that understands the intent behind a local search. Each ad builds on that theme by sharing a person's story and real motivation behind their search.


"This major brand campaign reflects how much the YP brand has evolved and how it continues to play a significant role in consumers' lives," said Erick Soderstrom, vice-president of AT&T Brand Management and Advertising. "The TV spots kicking off this week emphasize that the YP brand isn't just an everyday utility, but something that encourages users to spend more time discovering and doing the things they love." 


The search industry is increasingly taking notice of the opportunity to monetize the local channel and this ad campaign supports AT&T's long-term commitment to connecting consumers with advertisers across a variety of different media including online, mobile and TV. Evolved from the early popularity of YELLOWPAGES.COM, millions of consumers are already turning to YP applications to navigate their daily lives, whether it is on the new YP.com dynamic and image- based homepage or while on the go using YPmobile. Additionally, advertisers are relying on the YP brand to help increase their interactive presence in order to grow their business. 


Created in collaboration with California-based Butler, Shine, Stern and Partners, the planned multi-year campaign is designed to support AT&T's Local Search and Advertising business. Combined, AT&T's print, online and mobile products reach millions of consumers every year who are searching for local business information. 


*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.