Yahoo! CMO Elisa Steele unveils new global marketing campaign

Yahoo! chief marketing officer Elisa Steele announced our largest branding campaign ever in an IAB Mixx keynote address, telling the Ad Week audience that our message to consumers is: It’s you.

“We’d like to provide consumers more of what they want, and less of what they don’t,” Elisa said. That means bring them the best of their worlds (their friends, families and interests) and the world (news, information, and entertainment).

Elisa pointed to recent launches of our front page, Mail, and mobile apps are good examples of how we’re bringing both together. “Everything needs to be grounded on this concept of personal relevance.”

In the keynote, Elisa unveiled a video and still images that will be part of a global campaign. “The Internet is under new management: Yours,” one ad said. She also played new versions of the Yahoo! yodel.

For more about the keynote and the branding campaign, check back here later today.

For more details on the new Yahoo! branding campaign,  see Elisa’s post on Yodel Anecdotal.

— The Team