Etsy has been touting its human-made wares.
Etsy has selected Interpublic Group of Cos.’ Mediahub as its new media agency, according to sources close to the situation. The news comes during a busy year for the craft marketplace that has included ad buys in high-profile events such as the Super Bowl and the Olympics.
Brooklyn, New York-based Etsy formerly worked with Ocean Media. It was unclear if the marketer had initiated a review of its media business.
Both Etsy and Mediahub declined to comment.
Other recent accounts added to Mediahub’s client roster include Ōura, the company behind the Oura Ring, and Dow Jones.
Ocean Media had been handling media for Etsy since 2018. This is the second notable client loss for Ocean media this year. In June, it was reported that Priceline had moved on from Ocean to work with Omnicom’s PHD.
Etsy also recently began working with a new ad agency. In 2023, it chose Orchard to handle its creative advertising duties, following a review. Last month, Etsy began airing a campaign that pushes the humanity involved in its small business offerings, a contrast to the growing trend of AI involvement in other products and competition from discounters like Temu. That campaign ran during the Olympic Games. It followed Etsy’s first-time investment in the Super Bowl in February, as the 19-year-old company uses large ad events to build awareness and distinguish itself from other retailers.
Etsy spent $451 million on performance marketing and $162 million on brand marketing in 2023, according to its financial filings.
The changes to Etsy’s media strategy come amid ongoing industry challenges. In May, company executives warned of a difficult spending environment as consumers shy away from discretionary products.
Etsy previously reported a 3% rise in second-quarter revenue, to $647.8 million, while net income fell 14.4%, to $53 million.
