Venables Bell & Partners, Butler Shine Stern & Partners, Mother and MDC Partners’ Crispin Porter & Bogusky are the finalists for AT&T’s makeover of their online local search site, yellowpages.com. Their current creative agency, GSD&M Idea City, was invited but refused to defend the business. AT&T is looking to rebrand and relaunch the site in the summer in an effort to lure more visitors away from Google, Yahoo and Bing. AT&T ranks as the third largest national advertiser, with an ad budget of more than $3 billion and a yearly budget of $25 million for YellowPages.com. Whoever wins the account will have an extremely tough task as the Yellow Pages brand has certainly lost its reach with the younger audience.
AT&T Looks to Revamp YellowPages.com