Multinational ecommerce marketplace eBay has selected 72andSunny as its global lead creative agency, following a review.
EBay has previously worked with agencies including Goodby, Silverstein & Partners and, more recently, Pereira & O’Dell on U.S. creative. Pereira & O’Dell crafted eBay’s 2016 holiday campaign, which launched with “The Giver” in early November. GS&P developed a campaign for the brand which showcased collections of items inspired by song lyrics in September of 2015.
The brand recently named VCCP as its lead creative agency in Europe.
Asked if eBay would continue to work with previous agency partners, a brand spokesperson said, “As we continue to sharpen our vision for the brand, eBay is always exploring ways to introduce new talent and creative approach into our marketing mix. This includes evaluating and working with different agency partners around the world, including P&O and VCCP, to support our many business priorities.”
According to the latest numbers from Kantar Media, the brand spent approximately $89 million on domestic measured media in 2015 and more than $100 million last year.
“Our partnership with 72andSunny is about more than creating a campaign,” eBay vice president, global brand Karl Isaac said in a statement. “Together, we’ll bring our core brand belief of helping everyone get their version of perfect to life in a fresh, modern way that authentically connects with people and culture. We’re thrilled about the great work we’ll create together to evolve the eBay brand.”
“We love to partner with ambitious brands who want to make exciting work that impacts culture,” added 72andSunny founder and creative co-chair John Boiler. “From our first meeting, we knew the team at eBay were people we wanted to work with, and eBay is a brand with values and a vision that’s so in line with ours and will connect with culture today.”