Online auction site eBay yanked its agency of record designation from Goodby Silverstein & Partners and handed the assignment, which includes interactive work, to Omnicom’s BBDO New York. The company spent $250 million on marketing in the U.S. in 2004.
“They’ve [Goodby] done a great job, but we got to a point where we needed an agency that could handle all of our marketing,” said Henry Gomez, an eBay spokesperson. “At the end of the day, Goodby is a boutique in San Francisco, and we got to the point where we need a bit more creative firepower and a bit more executional firepower.”
BBDO will handle Internet and direct marketing, along with print and television advertising.
How interactive duties will be split remains to be seen. eBay’s interactive efforts were previously handled by Agency.com, which inherited the account when it acquired Exile on Seventh last year. BBDO has its own interactive unit, Atmosphere, but Agency.com is its corporate sibling under Omnicom.
“The impact on our other partners is, as of right now, unclear,” said Gomez. “BBDO will certainly be playing a leadership role.”
A spokesperson for Agency.com confirmed the agencies were in discussions about the account’s future. “We’re definitely not out,” she said.
Goodby has served as eBay’s agency of record for the past six years, most of the auction company’s history. After beginning in 2001 with targeted print advertising, the firm has overseen two major national TV campaigns. In 2002, Goodby launched an effort with the tagline “Do it eBay,” following up in 2004 with another called, “The Power of All of Us.”
This year, 154 million consumers shopped over the long holiday weekend, an increase of 3 million from last year
Emotion can be very powerful when trying to reach an audience, and it can be boosted by linking it with the way memory affects human behaviour. How can all of this apply to the demanding mobile audience?
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is the only option for most brands now.
Digital (and in our case search and content) data holds the keys to marketing success.