'The people behind the numbers' is Yell's advertising campaign for Yellow Pages and 118 24 7. The advertising itself is very different from what we've done before, moving away from presenting ourselves as a 'traditional' brand, to a more human, engaging and modern feeling brand. To make this move, we are going to champion the enterprising people who make up British business - big and small. We believe that the people who advertise in Yellow Pages and on 118 24 7 are the best advert for our products and brand, so they have become the stars of our new campaign.

We are calling them 'the people behind the numbers'.

This new work is a celebration of what makes them so great, putting forward the idea that behind every phone number is a person or group of people dedicated to providing their customers with the best service possible.