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Yell appoints new group chief marketing officer and Landor for brand review


By Ishbel Macleod, PR and social media consultant

October 28, 2011 | 2 min read

Yell has announced the appointment of Jenny Ashmore to the new role of group chief marketing officer, as well as announcing a brand review by Landor.

Ashmore will take responsibility for Yell's global marketing strategy and oversee its execution throughout the Group's operations in the UK, US, Spain and Latin America.

Jenny's appointment supports Yell's strategy to transform from its established position in providing print and online advertising for small and medium-sized enterprises (SMEs) to become a leader in the emerging local eMarketplace.

Mike Pocock, group CEO said: "Jenny is an accomplished global marketer with huge experience of launching, integrating and managing business-to-business and business-to-consumer brands. As we continue to transform Yell's business to focus on delivery of digital marketing services to our 1.3 million SME customers, Jenny will apply her considerable vision and insight to lead the definition, delivery and positioning of Yell's brand portfolio."

Yell also announced the appointment of Landor Associates, a strategic brand consulting and design firms, to undertake a comprehensive evaluation of the group's brand portfolio.

Chris Landry, the group head of brand and design, said: "Landor's appointment is an important step towards the creation of a cohesive overall brand voice for Yell Group. As we expand our international portfolio of digital products and services for the eMarketplace, the team at Landor will help us explore, understand and implement a solid positioning platform for our business.

"In choosing Landor for this task, we've partnered with a firm that really 'got' the brief. Equally important, Landor challenged our thinking while demonstrating a genuine appetite and ability to help Yell realise its global ambitions."


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