EBay Promotes Linton to CMO

Former Best Buy Exec Replaces Gary Briggs

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SAN FRANCISCO (AdAge.com) -- EBay, facing competition from social media and other evolving technologies, today named veteran marketing executive Mike Linton as its new chief marketing officer for North America.
Mike Linton
Mike Linton

Mr. Linton, 50, a former CMO at Best Buy, has been with eBay for about a year as senior VP-marketplace adjacencies, heading eBay Motors, Half.com, eBay Canada, eBay Stores and ProStores. He replaces Gary Briggs, 44, who said he is leaving eBay after six years to spend more time with his family. "I have the opportunity to go and be a dad," Mr. Briggs said.

Mr. Linton's appointment comes at a time when eBay's competition has become stronger, consumers' online-shopping expectations have risen and the economy is sputtering.

EBay's efforts
Mr. Briggs headed eBay's first mass-market campaign, starting with the 2002 "Do It eBay" effort from then-agency Goodby, Silverstein & Partners, San Francisco. Under his direction, eBay, now with BBDO, New York, has launched an integrated "Shop Victoriously" effort. The campaign has included a number of branded-entertainment projects as well as other integration efforts.

At Best Buy, Mr. Linton's efforts included moves into Nascar racing with the sponsorship of the No. 66 Haas CNC Racing team.

EBay spent $144 million in measured media in 2006 and $107 million in the first eight months of this year.
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