What a Yahoo Exec Brings to Today’s Agencies

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Alia Lamborghini, SVP, Head of US Sales and Strategy at Yahoo explains why Jeff Rossi was brought in as VP of Global Agency Partnerships to focus specifically on agencies and agency integration.

“Agencies require a dedicated partner to navigate issues like cookie deprecation, deliver on first-party data, and provide the transparency essential for supporting brands.  We’re known for offering an incredibly high level of support to our agency and client partners. Agencies need a viable alternative to opaque walled gardens, and Jeff addition will strengthen our commitment even further.”  

Rossi has more than 20 years of experience driving strategic marketing and agency partnerships for iconic brands like Twitch, Spotify, and Apple.

The reality is that great creative campaigns and exceptional account management skills are no longer enough to help MULO (multi-location) brands and the agencies that serve them.

Senior leaders are more focused on attribution and marketing efficiency than ever before. Of course, having advertising and consumer media write about a clever new campaign will stroke egos and result in agency/client high fives. But unless those campaigns are delivering revenue, marketing executives will be under fire.

Jeff Rossi brings broad and deep digital marketing expertise to Yahoo. He previously launched the global agency relations practice at Apple within their former iAd mobile advertising platform.

Before joining Apple, he served in leadership roles such as SVP at Starcom MediaVest Group, where he led the Procter & Gamble business. He also serves as Partner and Communication Strategy Director at Mediaedge where he developed digital and traditional media strategies for Activision, AT&T, and LiveNation.

We expect to see more brands asking their agencies more tough questions about how their campaigns are paying back and the partnership between Yahoo and agencies may make answering those questions easier.

Yahoo was founded in 1994 and has had a somewhat rocky history. The company was bought out by a PE firm in 2021.

This new commitment to helping agencies deliver results may help establish them as a true partner with the agency community they serve, helping to turn search into scale and revenue.

Nancy A Shenker, senior editor with Street Fight, is a former big brand (Citibank, Mastercard, Reed Exhibitions) marketing strategist and leader. She has been featured in Inc.com, the New York Times and Forbes.
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