Ebay has consolidated its media account with WPP, naming MediaCom as its global media agency of record.
MediaCom has been the brand’s media agency of record in Europe and Australia, while Publicis handled the business in North America. The appointment follows a closed review between MediaCom parent company WPP and Publicis. According to a source with direct knowledge of the matter, the appointment excludes Asia, a region where eBay operates a number of brands and employs a different approach.
“Ebay’s regional marketing teams are working together more closely than ever, and consolidating our media business will help us operate more quickly and efficiently as a global organization,” a spokesperson for eBay said in a statement. “MediaCom has a long history with eBay, and we look forward to continuing our work with them around the world.”
MediaCom worldwide chairman and CEO Stephen Allan said in a statement, “We’re in the business of driving growth for our clients and are absolutely thrilled to have been selected as the global media AOR by a brand with the scale and ambition of eBay.”
A source close to the matter explained that the closed media review followed a series of leadership and operational changes at eBay. The moves give the ecommerce giant’s regional teams a greater degree of coordination under one operational lead while continuing to allow marketing teams to operate and execute region by region.
In April, AgencySpy reported that eBay met with McCann Worldgroup in the U.S. to discuss its global creative account. 72andSunny serves as eBay creative agency of record, but McCann was brought on as a partner in the EMEA region a little over a year ago.
Ebay spends an estimated $250 million annually on measured marketing worldwide, according to global data company ComVergence.