GoDaddy Taps Interpublic's Initiative as New Media Buying Agency

The Company Spent $40 Million on Measured Media in the U.S. in 2014

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GoDaddy has tapped Interpublic's Initiative as its new media buying agency.

The web-domain company selected Initiative to support brand media strategy, video investment and analytics duties in North America, the agency said. The shop's GoDaddy team will be based out of its Los Angeles office.

GoDaddy previously handled its media buying in-house.

"We've always been about pushing the boundaries of what is possible for our customers and working with a partner like Initiative allows us to break new ground in reaching new customers efficiently and effectively," GoDaddy Chief Marketing Officer Barb Rechterman said in a statement. "We work with agencies that 'get us' and understand who we are here to serve. With Initiative on our team, we can better target potential customers wherever they are and however they may be consuming video."

The company, which tends to make a splash during the The Super Bowl, spent $21.4 million on U.S. measured media in 2013 and $23 million between January and September 2014, according to Kantar Media's latest figures.

In November, GoDaddy said it would return to the Super Bowl for its 11th consecutive year with an ad featuring a cute puppy and a return appearance by Nascar start Danica Patrick.

The company typically airs two commercials during the event, but this time around it only purchased one 30-second spot.

In 2013, the company said it would shift its overall advertising approach, to "better focus on how the company supports small business owners with online tools to help create websites, get found online and keep businesses organized." GoDaddy's last Super Bowl campaign, created by Deutsch, featured a woman who followed her dream by quitting her engineering job to start her own puppetry business.

Previously, the company was known for ads like an attention-grabbing Super Bowl commercial featuring a kiss between a nerd and a supermodel.

Last summer, the company hired Barton F. Graf 9000 as its new creative agency, replacing Deutsch New York.

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