This morning Canada’s Yellow Pages Group took yet another step toward further “diversification” away from its once-core publishing business. The company launched digital agency Mediative. The new firm is a roll up of several others, including SEM stalwart Enquiro:
Concurrent with the launch of Mediative, YPG announced a series of transactions. YPG acquired Enquiro, a leading search engine marketing company, Ad Splash Media, a national retail advertising leader, and UPTREND Media, Canada’s leading independent online advertising representation firm. These companies will be folded into Mediative. YPG also entered into a licensing agreement for Canadian rights to Acquisio’s flagship search, social and display advertising platform. YPG holds a 24% ownership interest in Acquisio Inc. since April, 2009.
The new agency will focus on national advertisers but will also sell into YPG’s now extensive network of consumer properties. Other YP publishers have acquired agencies and SEM firms in the past but this is a more ambitious move to create a full-service agency that extends well beyond traditional YP boundaries and touches every area of digital marketing.
YP is now just a piece of a much larger digital marketing “solution” for YPG. Indeed the new company description is “Canada’s leading performance media and marketing solutions company.”
It’s only a matter of time before “Yellow Pages Group” formally changes its name to “YPG,” dropping the “yellow pages” — not unlike the change from Minnesota Mining & Manufacturing to 3M and International Business Machines to IBM.