BBDO Lands eBay’s U.S. Marketing

NEW YORK Omnicom Group’s BBDO has landed eBay’s U.S. marketing account without a review, just one day after the online auctioneer dismissed Goodby, Silverstein & Partners as its lead ad agency.

The client said it spent $250 million last year on domestic marketing initiatives. Ad spending was $80 million, per TNS Media Intelligence/CMR.

BBDO in New York also handles America Online, but sources said that account was not a conflict. An AOL representative could not be reached for comment.

BBDO will provide integrated leadership across all parts of eBay’s U.S. marketing operations, including Internet marketing, direct marketing, as well as print and television advertising.

“eBay’s marketing needs have been expanding as the company has grown,” said Bill Cobb, president of eBay’s North American operations, in a statement. “To generate the integrated marketing efforts we undertake today, we needed an agency that could deliver creative excellence across our marketing mix. BBDO is the best agency in the business.”

Yesterday, Goodby co-chairman Jeff Goodby said of the departing client, “We did terrific work within some very narrow guidelines and recent research proved that the latest campaign was working as well as any advertising we’ve done for this client. I’m really proud of our people. I don’t know what else we could have done.”

The Omnicom shop and the client had worked together for six years.

The San Francisco-based shop in October launched fresh ads for eBay introducing the tagline “The power of all of us” [Adweek Online, Oct. 20]. The effort focused on the shared trust eBay users have in each other. For example, one spot showed people performing acts of kindness such as helping stranded motorists and holding doors open.

The work was a departure from the previous “Do it eBay” campaign, which featured elaborate song-and-dance routines to the tunes of “Do You Know the Way to San Jose?” “My Way” and “That’s Amore.”

—with Jack Feuer

This story updates an item posted earlier today with the news that eBay has moved to BBDO.