Ebay Is Again Looking For Creative Help

Online auction house eBay is talking with agencies nationwide about handling the creative portion of its $15-20 million ad account, said sources.
BBDO and Goodby, Silverstein & Partners, San Francisco, have been contacted, said sources. The two Pepsi-Cola Co. roster shops were recommended by Brian Swette, formerly Pepsi’s chief marketing officer, who is now senior vice president of marketing for eBay in San Jose, Calif. Ogilvy & Mather, New York, which handles eBay’s media buying, was also contacted, sources said. Agency executives were either unavailable or declined comment.
The client would not confirm a review.
A representative, however, said: “As we continue to build, we must weigh our options and think about what we must do in the future to be a world-class brand.”
Earlier this year, eBay hired startup consultancy Acme Idea Co., Norwalk, Conn., for a print and radio launch effort with the tag, “You might just find it on eBay” [Adweek, Nov. 9].
Carol Herman, a partner at Acme, said she was aware of eBay’s “informal” search. “As a consultancy we do not handle the long-term management of [ad] accounts,” she said. Herman added that it was likely a new agency will work with Acme, although in a role that “is not clear at this point.”