72andSunny has won lead global creative agency status on eBay after a competitive review.
The move comes as part of a larger review process that saw the ecommerce giant pick VCCP as its lead agency for Europe earlier this month.
From VP of global brand Karl Isaac:
“Our partnership with 72andSunny is about more than creating a campaign. 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.”
It’s the first such review in the U.S. since 2014, when the client picked Goodby Silverstein & Partners and MediaCom to handle creative and media buying/planning. Goodby, which had worked with the company from 2001-2005 and later in 2009, subsequently created eBay’s first-ever global campaign under the tagline “Shop the World.”
GS&P, however, was not officially agency of record. eBay, which had also worked with Venables Bell & Partners and other creative shops, went with Pereira & O’Dell for last year’s holiday campaign.
The client’s quote above indicates that this will be a different sort of relationship, though a spokesperson later wrote, “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.”
72andSunny founder, co-chairman John Boiler said:
“We love to partner with ambitious brands who want to make exciting work that impacts culture. 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.”
We do not currently know which agencies were involved in the review, when 72’s first work will debut or how it will differ from past campaigns.
According to Kantar Media, the client spent around $89 million on measured media in the U.S. in 2015 and just over $100 million last year. Global numbers are not available at this time, but those totals are significantly higher than the ones given during the last review.