eBay Launches Global Media Review
eBay has launched a global review of its media planning and buying, with the goal to choose one agency to handle the work around the world.
First reported on Adweek, eBay is looking to consolidate its roster of agency partners to streamline its global marketing approach.
An eBay spokesperson said: “With eBay’s new markets organization, regional teams are working together more closely than ever.
“Consolidating our roster of agency partners will allow us to streamline our marketing approach around the world, helping eBay clearly communicate our value proposition for consumers.
“We have strong partnerships with our current agency partners, and we’re evolving these relationships to serve the brand globally.”
eBay has worked with WPP’s MediaCom and Publicis Media’s Blue 449 since 2014 and 2016 respectively.
MediaCom was eBay’s agency of record after winning a competitive review but later lost the largest region to Blue 449, but continued to handle portions of Europe and Australia.
According to Adweek, both agencies will be defending their business in the review. The eBay spokesperson also said the company has no plans to issue an RFP to nonincumbents, meaning only WPP and Publicis will be able to pitch.
B&T reached out to WPP AUNZ and Publicis Media ANZ for further comment but was told the holding groups were unable to comment at this time.
eBay has been attempting to redefine itself following a period of slow growth thanks to the rise of competing e-commerce companies like Amazon.
French consultancy Comvergence reported eBay spent approximately $250 million ($AU363m) on paid media in 2018, with most of that being spent in the US.
This is a significant increase from 2017, where eBay spent $149 million ($AU216m).
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