Mission & Strategy

Our Mission

Yellow Pages exists to champion the local neighbourhood economy by enabling Canada’s businesses and its consumers to connect, interact and build relationships.


Our Strategy

Our objective is to become the leading local digital company in Canada. We strive to accomplish this by fostering strong business relationships between Canadian small and medium-sized enterprises (SMEs) and local consumers, and by developing an unparalleled local digital media presence across the country.


Our Return to Growth Plan

Yellow Pages introduced the Return to Growth Plan in early 2014 to accelerate its digital transformation, return to revenue and profitability growth, and gain a leadership position within Canada’s local digital advertising market. The Return to Growth Plan sets out to accomplish these objectives by focusing on the following strategic pillars:


Extending our Brand Promise 

Investing in national and local advertising campaigns to improve Yellow Pages’ digital perception among Canadian shoppers and SMEs and promote increased adoption of the Company’s digital media properties and solutions.

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Strengthening our Digital Media Assets

Growing usage and monetization of existing digital media properties by delivering enhanced content and user experiences, while also introducing new media properties in currently underpenetrated search verticals.


Enhancing our Customer Value Proposition

Accelerating customer acquisition and protecting customer retention by providing more verticalized digital solutions, an improved sales experience, superior execution of clients’ marketing campaigns and enhanced customer service.