The Royals wins business directory Yellow, expanding relationship with Sensis

The Royals has expanded its relationship with marketing company Sensis, adding digital marketing and business directory Yellow to the agency’s remit.

The Royals has held the account for the White Pages brand since 2013. The agency has been tasked with revitalising and growing the 140-year-old Yellow brand as part of the new agreement.

Yellow is Australia’s largest online business directory and provider of digital marketing products. It includes Yellow Online, Yellow Pages Book, Yellow SEM, Yellow SEO, Yellow Social Ads and Yellow Websites among other products.

WPP’s White Grey formerly held the creative and media account for Yellow. Mumbrella understands the relationship between Yellow and White Grey ceased earlier this year.

Sensis CEO John Allan said the business was delighted to expand its partnership with the agency.

“The Royals have been successfully working with the White Pages team for a number of years now and their intimate business and customer knowledge made them the perfect choice to make the most of the exciting opportunities ahead for Yellow,” said Allan.

The Royals managing partner Andrew Siwka said it was an honour to work for a brand with such heritage in Australia.

“We are incredibly excited to now be working across another iconic Australian brand. Yellow has a heritage of being the marketing champion for small businesses in Australia and we are honoured to be helping define and position it into the future.”

The appointment follows The Royals’ recent win of the Cooper Brewery strategic and creative account. Co-founder Nick Cummins also recently announced his departure, saying he was looking forward to spending time with his family and that he was confident the agency would continue to grow in the future. 

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