GoDaddy has entered WPP's domain, tapping the holding company's MEC division for worldwide media chores. The move comes a month after the client hired Omnicom's TBWA\Chiat\Day for creative.
MEC was chosen without a formal review to support GoDaddy as the Web domain registration and hosting giant strives to enlarge its global footprint.
"We looked for a strong partner with local media expertise and global technology and tools to help drive forward our efforts to reach small businesses at the right time with the right medium," said GoDaddy CMO Phil Bienert. "MEC shares our passion and vision for delivering locally relevant, targeted messaging to connect with people worldwide."
Bienert should be familiar with MEC: He was an agency client several years ago, serving as senior vice president of digital experience at AT&T. What's more, MEC already handled some business for GoDaddy in the U.K. and India.
This marks the second time of late an AT&T connection has paid off for MEC. In October, Esther Lee, CMO of MetLife, consolidated the insurer's domestic business with the agency. Like Bienert, Lee is an AT&T alum who previously worked with MEC.
MEC's mandate includes GoDaddy's U.S. broadcast TV assignment, which Interpublic Group's Initiative added less than a year ago. Initiative did not immediately respond to requests for comment. GoDaddy spends about $25 million annually on domestic ads, per Kantar Media.
"GoDaddy is a brand that has been bold in both its approach and determination to reach and engage its customers. We are energized by the company's ambitious drive globally and excited by the challenge to deliver creative media solutions," said MEC North America CEO Marla Kaplowitz.
Recent GoDaddy's efforts from Barton F. Graf 9000 have used sly humor to evolve the client's image beyond the saucy Danica Patrick Super Bowl commercials for which the brand is best know. GoDaddy has yet to announce plans for Super Bowl 50, and doesn't currently have a contract with Patrick to appear in ads.