Yahoo Tuesday announced that former
Young & Rubicam executive Penny Baldwin had been hired to lead its global branding efforts. The move follows
a report last week that Baldwin had been tapped as an outside
consultant by the Web portal to help repair its damaged public image following its failed merger with Microsoft last year.
A Yahoo spokesperson said Tuesday that Baldwin had joined
Yahoo a few months ago, but had not been formally named to her new post until today. Her LinkedIn profile Tuesday still listed her current position as principal and CEO at Penny Baldwin Partners Inc.
In the newly created role of senior vice president, global integrated marketing and brand management, Baldwin will oversee areas including corporate messaging and advertising and report to Elisa
Steele, Yahoo's chief marketing officer. "One of Yahoo's greatest assets is its brand," said Steele in a statement. "Our integrated, global approach is critical to our success and we have a deep
business commitment to fulfill our promise to our users, customers and partners."
She added that Baldwin, with 20 years of experience in global brand strategy development, was uniquely qualified
to lead that effort. Through March, she served as managing partner of Young & Rubicam Brands, Y&R Advertising and Wunderman Direct Marketing. Baldwin has worked with brands including Microsoft, Intel,
Oracle, Cadbury, Wells Fargo and Palm.
The All Things D report indicated that Yahoo may be planning to launch a major marketing push around the relaunch of its home page, expected this fall. One
motto reportedly considered, among several, is Yahoo as "your home on the Web." A Yahoo spokesperson said the company was working on several initiatives "to unleash its incredible power globally," but
would not elaborate.