Posts Tagged ‘Yellow Pages Group’

SoMoConf Speaker Spotlight: Andrea Borodenko, Senior Product Manager of Local Solutions, Mediative

Monday, July 28, 2014

Today’s Social + Mobile: Show Me the Money! speaker spotlight features Andrea Borodenko, senior product manager of local solutions at Mediative, a digital marketing company providing performance services and access to diverse media platforms. Andrea will bring the SoMoConf audience over a decade of experience connecting large brands with local customers.

Andrea Borodenko, Senior Product Manager of Local Solutions, Mediative

Before joining Mediative’s product and innovation group over a year ago, Andrea gained her deep knowledge of the local space as Yellow Pages Canada’s regional manager of national sales, where she had the pleasure of working closely with CMRs to build integrated print, online and mobile strategies for some of North America’s best known plumbers, movers, contractors, retailers and travel agencies.

We asked Andrea a few questions about her upcoming SoMoConf session, and here is what she had to say:

What are the key topics you’ll discuss during your session?
We’ll cover tips and tricks for optimizing campaigns that leverage listings management/syndication, local SEO and local media buying solutions. Furthermore, we’ll dig into examples of how to use social platforms to drive local success — all while going beyond the “click” to focus on bookings and sales.

What about your session are you most excited about?
The real examples and case studies from several of our travel sector clients (airlines, hotels and car rental companies). It’s one thing to hypothesize about what could work … its way more interesting (and exciting) to talk about success factors that are proven to work.

Why is it important that attendees not miss your session?
These days, it’s so easy to get excited with the numerous digital agencies who are pitching new ideas and new technologies that provide the opportunity to break the standard marketing mold. The issue that I see with this is that these new ideas rarely have proven ability to drive ROI. Furthermore, by focusing only on these new ideas, some of the fundamentals of local promotion (name, address, phone number) get completely forgotten! As such, I recommend that attendees come to my session so that we can walk through an optimal roadmap that combines both the basics of digital marketing with new ideas in such a way that has proven remarkable success for several of the national brands that work with us.

What is the best part about working at Mediative?
What I really love about Mediative is – as an arm of Canada’s Yellow Pages Group – we’re able to leverage the rich history and local marketing knowledge built up over 100 years in order to really fuel our tests with digital marketing platforms and technologies. Our agile nature lets us fail quickly in order to drive down to solutions that work. Seeing the success that we can drive for our advertisers from all of this hard work is incredibly rewarding.

Click here to learn more about the SoMoConf event or register now!

2014 Sustainability Report Focuses on Social, Economic, Environmental and Cultural Contributions

Thursday, June 5, 2014

Today, we released the Local Search Association’s fourth sustainability report –Adopt. Adapt. Advance. – that highlights our industry’s social, economic, environmental and cultural contributions to local communities.

The report, available here, overviews the value that local search companies bring in helping consumers find local businesses in their communities, which in turn builds stronger and more sustainable local economies. It also shines light on the various ways that local search companies are adopting, adapting and advancing efforts to make communities stronger and better places to live.

The report recognizes our industry’s recent contributions to various aspects of local communities. Highlights include:

  • Social: Local search companies made strides in contributing to the health and wellbeing of communities. For example, The Berry Company held its annual Extreme Community Makeover Day, during which company employees contributed nearly 840 hours of service to community agencies in the Dayton, Ohio area. Separately, YP continued to grow its YP Cares program, which is focused on charitable engagement and environmental sustainability. Last year, YP Cares collaborated with the San Francisco Recreation and Parks Department to contribute to the development of a new Golden Gate Park CommUNITY Garden.
  • Economic: Local search companies contributed to the economic welfare of communities. For example, directory publishers generated $161 billion in annual economic output and stimulated $118 billion in annual local economic activity, based on the results of a January 2014 study conducted by the Advertising Coalition. The study also found that directory publishers supported 600,000 jobs across the country. Separately, local search companies promoted “buying local” campaigns to support local businesses. For example, Valley Yellow Pages raised visibility for its ongoing “Buy Local” campaign, while Yellow Pages Group launched a multimedia advertising and social media campaign to encourage local shopping and support small businesses in Toronto.
  • Environmental: Local search companies worked to protect the community environments by developing more sustainable products and programs. The industry continued to encourage recycling, resulting in approximately 70% of newspaper and mechanical papers, which included print directories, being recycled in 2012, according to the U.S. Environmental Protection Agency’s Municipal Solid Waste Report. Beyond recycling, companies pursued a variety of other efforts. For example, Dex Media reduced its use of paper for directories by more than 55% between 2011-2013. hibu actively promoted awareness about how to opt-out of print directory delivery to local officials and communities across the country. Separately, Catalyst Paper achieved a milestone by securing more than 90% of its energy usage from renewable content in 2013.
  • Cultural: Local search companies pursued efforts to nurture and protect cultural diversity and improve working conditions within communities. For example, RR Donnelley supported its 34 globally established “Inclusion Work Councils,” which promote an inclusive culture by encouraging employees to share experiences; participate in activities that focus on diversity, learning, professional developing; and highlight different cultural traditions. RR Donnelley initiated a Women’s own Network (WoN) in Chennai, India to inspire women to identify opportunities and help them in professional development, mentoring and special projects.

The report includes additional information and case studies from a variety of local search companies. Our thanks goes to The Berry Company, Catalyst Paper, Dex Media, hibu, RR Donnelley, Valley Yellow Pages, YP and Yellow Pages Group, for their contributions.

Please view the full report here.

‘Search Starts Here’: Congratulations to the 2013 Industry Excellence Awards Honorees!

Monday, April 15, 2013

We gathered for a lively reception last evening to announce the winners of our 2013 Industry Excellence Awards. The annual awards recognize local search publishers, agencies and suppliers for outstanding achievements in the local advertising business.

Our 2013 winners developed cutting-edge campaigns in mobile, search marketing, social marketing, innovation and community service that enhanced the ways the local search industry serves its clients, consumers and communities.

Our team did a great job pulling together a classic black & white silent movie, “A Night in Black in White,” to announce this year’s winners! It’s really great – you can view it here.

Here is the full list of 2013 Industry Excellence Awards winners: 

Mobile Platform or New App Gold Award Winner – Yellow Pages Group

Shopwise: Smart Shopping Beyond Deals

Mobile Platform or New App Gold Award Winner – SMG Directory Marketing

Pay Per Drive Mobile Campaign

Mobile Platform or New App Gold Award Winner – Moasis Global LLC

Geo-Centric Mobile Ad Platform

Search Marketing Value Story Gold Award Winner – DAC Group

Enhanced brand visibility for Trane through print and Internet Yellow Pages

Search Marketing Value Story Gold Award Winner – SuperMedia

OEM co-op program featuring®

Search Marketing Value Story Gold Award Winner – Telmetrics Inc.

Web2Tel 2.0 Next Generation Call Tracking

Social Marketing Gold Award Winner – SuperMedia

Relationships and Results Campaign

Social Marketing Gold Award Winner – Search Influence LLC

SMB Digital Marketing Platform

Community Service Gold Award Winner – Michaels Wilder Agency

Volunteer Personal Time Off Program


Community Service Gold Award Winner – Telmetrics Inc.

‘One Whisker at a Time’ Campaign for men’s health

Most Innovative Program Gold Award Winner – YP

Ft. Worth Lucky Number Sweepstakes

Stuart Stanze Award – Matt Krug, Environmental Relations Manager, hibu

Serving as vital representative of publishers’ environmental and consumer choice efforts

National Marketing Division Publisher Partnership Award – hibu

Customized publisher/CMR partnership program

National Marketing Division Publisher Partnership Award – YP

National Lead Enhancement Plan

‘Search Starts Here’: Beautiful Day for Golf in Vegas!

Sunday, April 14, 2013

We had a great time at the YPG Golf Tournament at the Arroyo Golf Course yesterday here in Las Vegas. Our thanks to YPG for sponsoring the tournament and to American Directory Systems, Fairway Group, hibu, Spearfish and SuperMedia for the towels, hole sponsorships and badly need drink cart!

CEO Transition at Yellow Media

Thursday, March 21, 2013

According to a press release on Yellow Media’s website, the Board of Directors and Marc Tellier have collectively agreed that Tellier will be leaving the position of President and Chief Executive Officer.

“We thank Marc for his leadership and many years of devoted service to Yellow Pages Group and his agreement to remain in order to assist in effecting a smooth transition,” said Robert MacLellan, Chairman of the Board.

The board has created a search committee responsible for finding Tellier’s successor.  Tellier will support the transition process and will remain CEO until August 15, 2013 or when a replacement is selected.

For more info, see the official press release.

Networking Opportunities at ‘Search Starts Here’ in Vegas

Thursday, March 14, 2013

In addition to all the great speakers and workshops, our conference is a great opportunity to network with decision makers from some of the most influential companies in local search.  We offer a variety of networking events ranging from formal, informal and everything in between.  The events planned are as follows:

Conference Golf Tournament (Sunday, April 14)
Sponsored by Yellow Pages Group
This year’s conference golf tournament will be held at the beautiful Arroyo Golf Club nestled alongside the breathtaking Red Rock Canyon in Las Vegas. Make some new connections and enjoy a nice relaxing round of golf on a course designed by Arnold Palmer himself. For just $250, you get 18 holes of golf, breakfast, transportation from the hotel and a chance to win some great prizes! You can sign up for golf when you register for our conference.

Women’s Round Table Event (Sunday, April 14)
Sponsored by Ponytale Talk and Global Business Therapy
Come and hear from Kimberli Lewis, President of the European Association of Data Base, Search and Directory Publishers (EASDP), for her talk titled, “10 Problems Women Face in the Workplace and their Similarity to Hot Dogs.”  Yes, we know it sounds strange, but Kimberli offers some great insight into the topic.

Night in Black and White (Sunday, April 14)
Sponsored by YP
Join us for a “Night in Black and White” as we honor the most innovative and creative work in local search during the Industry Excellence Awards.  Watch a brief silent film that highlights all of our winners and stick around for drinks and networking after the show. (black & white business casual attire)

Viva Las Local Cocktail Party (Monday, April 15)
Sponsored by Local Market Launch
Before the “Viva Las Local” dinner, join us for cocktail hour just above the casino floor on the mezzanine level.  This casual setting is a great opportunity to unwind after a packed day of great speakers and presentations. Talk business or anything but, and make some connections that are sure to continue after conference.

Viva Las Local Dinner (Monday, April 15)
Sponsored by SuperMedia – Celebrity look-alikes sponsored by hibu
After cocktail hour, the party continues during the “Viva Las Local” dinner.  Join us for food and drinks at The London Club. And Vegas just wouldn’t be Vegas without some celebrities.  Get pictures with some special guests and take advantage of even more opportunities to network.

For all of the events, speakers, workshops and more, check out our Conference Agenda or register today.  See you in Vegas!

LSA Annual Conference Welcomes Influential Speakers from Google, Groupon, YP and more

Tuesday, March 5, 2013

The speakers and panelists coming to our 2013 “Search Starts Here” Conference in Las Vegas include experts, veterans and thought leaders from all areas of the local search space. The biggest names in digital, mobile, social and print media will discuss many strategic and tactical topics that are driving the local search industry forward.

In addition to the great keynote speakers from Solocal Group (formerly PagesJaunes Groupe), Facebook and CityGrid, here are some more exciting subjects and speakers you can’t afford to miss:

SMB State of the Union
Greg Sterling (Opus Research)
Neal Polachek (Industry Observer)

Making Transformation Happen
Paul Plant (Radicle Consulting)

What’s Working in Mobile
Tim Garcia (Moasis)
Dan Hight (xAd)
Tae Kim (Google)
Michael Rubin (YP)

State of the Industry
Bill Dinan (Telmetrics)
Neg Norton (Local Search Association)

Print Directories in a Multi-Platform World
Matt Centofanti (YP)
Eric Webb (Marquette Group)
Dave Wolf (Linkmedia 360)
Emil Morales (TNS)

Sales Differentiation in a HYPER Competitive Selling Environment
Bob Sanders (AXIOM)

Building the “Local Commerce Operating System”
Ethan Anderson (MyTime)
Dave Gilbertson (Constant Contact)
Sean Harper (Groupon)
Bob  Gregerson (hibu)

Finally, as announced earlier, we also have some great workshops and breakout sessions with Yelp, Yext, edō, Supermedia and many more.

To learn more about all of our impressive speakers, visit our Speakers Page and don’t forget to check out the agenda for all the great content planned for the conference.  Register today and we will see you in Vegas!

Yellow Pages Group Named Top Canadian Employer

Friday, October 12, 2012

Canada’s Yellow Pages Group was just named one of the top employers in Canada for the seventh consecutive year. ‘Canada’s Top 100 Employers’ is an annual list that seeks out the best places to work in the country and recognizing those companies that are leaders in attracting and retaining employees in their respective industries.

Yellow Pages Group was honored for encouraging fitness and health among employees, supporting more sustainable commuting through bike and carpool programs, and providing onsite child care options for parents.

Congratulations to the entire team at YPG for this great honor!

YPG Launches Redesigned

Tuesday, June 19, 2012

Canada’s Yellow Pages Group announced the launch of a new beta version of its popular website that proposes a brand new user experience based on the concept of “Life Around Me.”

The new concept focuses on the user’s geographic location and life needs, all within the context of local search. Now users will benefit from a search by distance experience to save time and money while shopping locally.

As part of the launch of the new concept, YPG advertisers will gain additional visibility for free on

Check out the press release here for more information and visit to see for yourself!

‘Search Starts Here’: 2011 Industry Excellence Awards Announced

Monday, April 23, 2012

Yesterday evening, we kicked off our annual conference, “Search Starts Here,” in Boca Raton with the Local Search Association’s highly anticipated Industry Excellence Awards to recognize local search publishers, marketers and suppliers for outstanding achievements in the local advertising business.

I was particularly impressed with this year’s lineup of winners who demonstrated great leadership through innovative programs that delivered strong and measureable results for their local business customers. Through initiatives ranging from mobile sponsorship placements to call tracking programs and CSR partnerships, these colleagues and peers took our industry to the next level of success. We were honored to award each of them for positively advancing, expanding and evolving the local search space in ways that benefit both our industry and its clients.

2011 Industry Excellence Award winners include:

  • Local Search Association National Marketing Division 2011 Publisher Partnership Award – Ogden Directories: Multi-market, multi-media advertising campaign that promoted print, online and mobile Yellow Pages offerings
  • Local Search Association National Marketing Division 2011 Publisher Partnership Award Yellowbook: Initiative that helped advertisers complement print Yellow Pages campaigns with successful online programs
  • Mobile Platform or New App Gold Award Winner – Yellow Pages Group: YPG Mobile Sponsored Placement – Local Search Placement Product
  • Mobile Platform or New App Gold Award Winner – KDA Group: National and Local Mobile Campaign to Complement DIRECTV’s Print and Internet Yellow Pages Brand
  • Mobile Platform or New App Gold Award Winner – Telmetrics: Telmetrics m.Call: Mobile Call Tracking 2.0
  • Search Marketing Value Story Gold Award Winner – Dex One: Dex Guaranteed Actions Program
  • Search Marketing Value Story Gold Award Winner – Wahlstrom Group: The Home Depot & Wahlstrom Channeling Internet Yellow Pages for Localized Lead Generation
  • Search Marketing Gold Award Winner – SuperMedia: SocialEze
  • Community Service Gold Award Winner – KDA Group: Integrated PSA Campaign on Behalf of VCA Animal Hospitals to Promote Benefits of Pet Adoption
  • Most Innovative Program Gold Award Winner – Yellow Pages Group: MarketProfiler™
  • Supplier of the Year Gold Award Winner – Telmetrics

Please join me in congratulating this year’s winners!