EBay Taps Goodby and MediaCom to Support Creative and Media
Ad Age reported in April that eBay had embarked on an agency pitch to revamp its brand, seeking not an agency of record but shops to work on a global brand project.
"As our brand evolves, we're constantly looking for new ways to inspire and engage our buyers and sellers around the world," an EBay spokeswoman said in a statement. "We have recently engaged Goodby Silverstein and Partners and Mediacom as one of our agency partners to help us explore how to continue telling the story of eBay."
The agencies declined to comment.
The online retail giant, based in San San Jose, Calif., has worked with indie agency Venables Bell & Partners on creative in the past. It tapped Digitas as digital AOR couple of years ago for digital and continues to work with the Publicis Groupe digital agency. In the role, the agency has supported digital media buying and planning for the U.S.
In 2012, it introduced a logo that it said reflected more "modern" positioning. The logo, which was designed by Lippincott, took the company from bubbly lettering to sleeker lines.
The company spent $51 million on U.S. measured media last year, including subsidiaries PayPal and StubHub, according to Kantar Media.
Goodby worked extensively with eBay in an earlier era of the company's history, handling ad work for six years until being fired in 2005. In 2009, Goodby also created mini cooking demonstrations and fashion shows for the "Come to think of it, eBay," campaign.