By Steve Sapka

There were a number of reasons why Brian Osborn—Yelp’s VP of consumer marketing—decided in the fall of 2015 to stay with a small, feisty startup rather than a traditional ad agency to continue Yelp’s first national television campaign for the review website and app.

Osborn was already a fan of John Reid, a veteran of Crispin, Porter + Bogusky and BSSP and co-founder of the just-launched San Francisco based shop Reid Sheehan Latimer+Crew (RSL+Crew).

And just as significant, Osborn was looking to skirt the lumbering bureaucracy of the agency-of-record (AOR) system, with its inefficiencies and high costs, and find a more Read full story ›

Source: The Drum