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Yahoo Hones Creative Targeting

Posted on: Wednesday, 16 November 2005, 06:00 CST

By Anonymous

HONG KONG: Yahoo Hong Kong has launched a fresh drive to stimulate creative interest in online advertising, unveiling a new campaign targeting the creative community.

The search engine has also hired Rudi Leung, a former creative director with TBWA, to a new position within Yahoo's sales department, creative ambassador.

One of Leung's main roles will be to persuade creatives working with traditional media to include online in their repertoire, matching increasing demands from clients for integrated campaigns.

"Creatives will have to come up with mainstream campaigns which also include online," Leung said. "This is the way of the future."

Leung added that his own background, with stints at Ogilvy, Leo Burnett and Bates, was in traditional media, though attitudes had to adapt to accommodate changing attitudes.

"Online media is media for a new generation. If you have a good idea you should be able to apply it to any kind of media," he said.

Leung will also assist Yahoo clients in developing their own creative, either as part of an integrated push or for bespoke campaigns.

Meanwhile Yahoo has launched new ads designed to appeal to creatives' love of awards, conveying the message that online opens up new possibilities for creativity.

"With the online medium they have so much flexibility that if they use their imagination they can win an award," said Yahoo's head of sales for Hong Kong and South China, Ivy Wong.

Leung and Wang... "online media is media for a new generation"

Copyright Haymarket Business Publications Ltd. Oct 21, 2005

Source: Media; Asia's Newspaper for Media, Marketing and Advertising

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