The firm, demerged from BT last year, is keen to build its share of the directories advertising market as the telephone directory inquiries market is deregulated.
Black Cat will be responsible for reviewing and developing a marketing communications strategy for the Yellow Pages. The appointment adds to its existing work on the Yell.com brand creating on- and offline campaigns.
Last month, the agency rolled out a national outdoor and ambient media campaign to support the launch of Yell.com by Text, a new mobile service aimed at giving customers the information they need on the spot. Such services are likely to form an important revenue stream for Yell.
The Yellow Pages strategy overhaul will focus on redeveloping the cycle of communication to existing advertisers in an attempt to maintain their confidence in the benefits of using the directories.
As well as Yellow Pages, Yell's UK products include the Business Pages directories, Talking Pages and Yell Data.
The directory enquiries market is currently being deregulated, opening up the way for new entrants such as The Number and Telegate.
All the operators will market a number beginning 118, replacing the 192 service.
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