AdAge: Yahoo! Drops Black Rocket Agency
IAR: Yahoo Replaces Branding Agency

Seeking a "fresh start," Yahoo fired creative shop Black Rocket and enlisted as the first client for new WPP firm Soho Square. The $40 million account will be helped along by other firms within the WPP network, according to Soho executive Elizabeth Talerman.

The Black Rocket loss comes at an inconvenient time for the Havas-owned firm, as the struggling parent company considers which assets to shed or close between now and mid-September. A Black Rocket executive put that in perspective, however, noting that the firm passed up many pitches due to their conflict with Yahoo.