Part of Yahoo!'s global "It's You" marketing campaign, this video spot premiered online and on TV on September 28, 2009. James Tipple Yahoo! Europe head of marketing told Marketing Week that the campaign will be digitally led but also includes localised television, press, outdoor, social media and event marketing. The adverts capture the concept of personalisation and show people taking control of their online lives with Yahoo! at the centre, adds Yahoo! head of Europe Rich Riley. The adverts, created by Ogilvy & Mather, a unit of Dublin-based WPP, puts users at the heart and feature straplines such as: The internet is under new management - Yours. The Y in the You is the Y from Yahoo, with famous Yahoo exclamation point.