EBay Searches for Creative, Media Ideas on $70M Account

Online Giant Has Worked With Omnicom Shops Goodby, BBDO, PHD

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EBay has been reaching out to agencies for both creative and media ideas on its $70 million account, according to industry executives.

Whether any of the agencies that will be hired will be named an agency of record isn't clear; the online retailer hasn't historically maintained consistent AOR relationships, flip-flopping from having a lead agency to assigning project work. In the past it has leaned heavily on Omnicom Group agencies, including creative shops Goodby Silverstein & Partners and BBDO, and media shop PHD.

Briefings about the scope of work are slated to take place this week, but it's expected that the assignment will be focused on the company's North American operations and promoting its online marketplace as opposed to its other properties.

According to Kantar, eBay spent $70.2 million on domestic measured media in 2010, down nearly $20 million from what it spent in 2009. More than half of that amount was devoted to its ticket retailer Stubhub last year. Other companies that fall under the eBay umbrella include PayPal, Skype, Shopping.com and Rent.com.

EBay did not return a call seeking comment

The company claims nearly 100 million active users and, according to a report by SiliconValley.com, it's been working to bolster eBay.com by slashing upfront listing fees charged to sellers, streamlining the search engine and overhauling the home page, and putting a focus on fashion with the launch of a new clothing and accessory site, fashion.eBay.com.

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