Black Rocket Euro RSCG in San Francisco remains Yahoo's lead agency, a position it has held in the United States since 1996, and will now add to that the additional responsibility for global projects.
The first campaign will promote Yahoo!'s official partnership with Fifa for the production of FifaWorldCup.com, the official website of the 2002 World Cup in Korea/Japan. To launch the campaign, Black Rocket has developed the first global TV spot for Yahoo!. The spot will run in 10 markets worldwide.
Black Rocket will coordinate and manage global initiatives in Yahoo's key international markets. In addition to the TV spot, Euro RSCG Worldwide will promote "The Yahoo! Fifa World Cup Challenge" in six languages and eight markets via a print and online push.
The campaign and online promotion gives participants the opportunity to play a 28-day online game and win tickets to the Fifa World Cup Final in Yokohama, Japan.
John Costello, chief global marketing officer at Yahoo!, said: "We are pleased to gain the impact of Black Rocket and the Euro RSCG network on key global projects."
Euro RSCG was already Yahoo's agency of record for global projects in Canada, Singapore and Brazil. The appointment does not affect HHCL & Partners in the UK, because each of Yahoo's regions continues to have its own agency of record.
John Yost, Black Rocket Euro RSCG co-founder and partner, commented: "We are very excited about bringing our extensive global resources to bear on Yahoo!'s business around the world and what better project to begin with than Yahoo!'s involvement with the world's biggest sporting event."
Earlier this year, Yahoo! consolidated its estimated 拢10m European media account into OMD and appointed Manning Gottlieb Media to handle the account in the UK. The 拢2m UK media-planning and buying account was held by Optimedia, which pitched for the pan-European business against OMD and Carat. Pitches were conducted speedily before the new year after Yahoo! decided it wanted one agency across Europe.
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