GoDaddy has hired MEC as its first global media planning and buying agency of record, expanding the shop's existing scope of work from India and the U.K.
The appointment comes one month after GoDaddy selected Omnicom's TBWA as its first global creative agency.
MEC has been working with the company in India and the U.K. since March 2014.
Interpublic's Initiative has handled brand media strategy, video investment and analytics duties for GoDaddy since the beginning of the year. Representatives from Initiative were not immediately available for comment.
MEC is handling all of Initiative's prior duties, along with media planning and buying and data strategy across all of GoDaddy's global markets. The shop's New York office is leading the account, with support from its San Francisco team.
For the last few years, GoDaddy has been known to attract attention with its Super Bowl commercials. The company has not yet decided whether it will air any ads during the big game in February.
GoDaddy spent an estimated $24.7 million on measured media in the U.S. last year, according to Kantar Media. The Scottsdale, Arizona-headquartered company, which has more than 13 million customers in 37 countries, has locations in the U.S., Australia, Brazil, Canada, India, Mexico, Singapore, The Netherlands and the U.K.