The customer relationship specialist has been briefed to drive business uptake by improving the personalisation and targeting of Yellow Pages' existing and upcoming direct marketing activity.
Chemistry will also apply its analysis techniques to Yell's customer databases to improve lead generation for Yellow Pages, which is the biggest telephone directory in the UK.
The seven-figure deal will see Yell conduct a tailored direct marketing campaign that will target businesses across the UK.
Last month, Yell appointed Ann Francke, former strategic marketing director of Boots, to the new role of chief marketing officer, reporting directly to chief executive John Condron.
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