The agency claimed that fellow client BT, whose business it has held for 23 years, is now 'an important competitor' in the classified directory market, creating a conflict of interest. BT re-entered the classified arena in 2003.
Yell, which was originally part of BT's classified directory service, was sold to a company jointly owned by Apax Partners and Hicks Muse Tate & Furst in 2001.
The review of the business is being overseen by Yell's chief marketing officer Ann Francke. AMV is responsible for Yell's long-running campaign starring Cold Feet actor James Nesbitt.
In January, the Compe-tition Commission voiced its concern at Yell's continued dominance in the business directories market. It has a market share of about 84%, putting it well ahead of Thomson Directories, BT and Trinity Mirror.
Yell's portfolio includes Yellow Pages, Business Pages, Yell.com and directory enquiries service 118 247.
In February last year, Yell poached BT Business' head of strategy and marketing Catherine Kehoe to be its marketing director.
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