The media mix has not yet been determined and will depend on the
winning pitch, Ms. Robinson said, noting that the campaign could
live on broadcast TV, digital, social or on some combination of
those platforms. Whether that campaign will include a Super Bowl ad
is also unclear.
"We want to get to a point where we've got a great creative
process and then we'll make some decision around media planning,"
Ms. Robinson stressed that Groupon is seeking a partner to
handle a creative assignment and is not selecting an agency of
record as part of this request. It hasn't had an AOR since parting
ways with CP&B following the backlash from its controversial
Super Bowl ads in
2011. She didn't identify which shops were invited to submit
ideas, but confirmed that CP&B is not one
Those Super Bowl ads two years ago -- which parodied charity
endorsements made by celebrities -- drew criticism from those who
felt the company was making light of dire situations related to
Tibet and the Brazilian rain forest.
Ms. Robinson acknowledged that there's an outside chance that
the company won't find a campaign it wants to move forward with.
But she said that Groupon is hopeful it can find a partner to help
tell its story.
"It's been about two years now and we're hoping that 's kind of
in the background," she said. "It's time to get out there and tell
Whatever PR bump a good campaign might bring would be welcome
right about now. Groupon's stock closed Wednesday at $5.05 a share,
down from the $28 price it began trading at in November 2011.