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Yellow nabs new marketing boss, changes agency

Yellow has appointed a permanent marketing director as it enters the final stage of its three-year "transformation plan".

The company has been focusing on digital services beyond its traditional print offering. 

Evan Lawrey started the role last month, more than half a year after former marketing director Kellie Nathan left.

Ms Nathan has since returned to Telecom.

Mr Lawrey’s most recent role was chief technology officer at NZ Lotteries.

The switch coincides with the announcement Yellow has dropped its ad agency for little-known indie agency True.

The agency, which describes itself as “small, nimble and straight up”, won the account from ad-land heavyweights DDB/Rapp Tribal.

Yellow head of communications and media Maja Lee says Contagion, Special and DDB/Rapp Tribal all pitched for the account.

True managing director Matt Dickinson tells NBR ONLINE the appointment is a big win for the agency, which has 11 full-time staff.

The agency opened in 2011 by former .99 creatives Michael Currie and Craig Pethybridge.

Mr Dickinson says traditional advertising was a small factor in winning the account.

The agency is creating apps for the sales team and developing experiential campaigns for Yellow.

“We focused a lot on the sales process because Yellow has some big targets it needs to hit very quickly,” he says.

Ms Lee says True took a “very bold and brave” approach to the brief. “It will really help to shift and brand the perception of Yellow while we are at this criticial transfomation phase.”

Yellow has been a big ad award winner in recent years with DDB’s Yellow Toolbox campaign and earlier with Colenso BBDO.

Ms Lee says she looks forward to winning more awards with True but will be focused more on winning effectiveness prizes.

Yellow retains its media partner Starcom and Porter Novelli for PR.

vyoung@nbr.co.nz

More by Victoria Young

Comments and questions
2

"Basically we don't like creative pitches because we don't believe they're the best way for you to find the right creative partner." ....odd

Nice one guys. Congrats.