GoDaddy appointed TBWA\Chiat\Day as its global creative agency, concluding a review launched in May.
Incumbent Barton F. Graf 9000, which has handled ads for the client domestically, did not participate in the process, which GoDaddy characterized as “an extensive review that included in-market meetings with GoDaddy country executives and agency teams in Asia, Europe, and Latin America, as well as the U.S.,” and is now off the business entirely.
TBWA’s New York office led the pitch, with input from international teams, including its offices in Canada, the U.K., Mexico and Brazil.
The appointment arrives following many changes in how GoDaddy handles its marketing, including ending its longtime sponsorship of NASCAR racer Danica Patrick. Barton F. Graf 9000’s most recent ads for the brand took a decidedly different approach from the controversial Patrick-starring Super Bowl ads which were the face of GoDaddy for years. The brand’s recent advertising efforts have not been devoid of controversy, however, as GoDaddy decided to pull a controversial Super Bowl spot following online backlash.
“GoDaddy has established a meaningful brand and built an extensive small business data platform with global reach,” said TBWA worldwide CEO Troy Ruhanen. “This means we aren’t marketing to just anyone at random times, but rather we are talking to relevant, potential customers who need GoDaddy’s help to grow their own businesses, whether they are in Bangalore, Rio de Janeiro or San Francisco.”
Going forward, GoDaddy seeks to target small business owners, who account for the majority of its 13 million customers. “Each of the agencies we reviewed have a record of creating exceptional marketing programs. TBWA also brings experience with admired technology brands, a depth of knowledge in our key international regions and the massive power of the Omincom network,” said GoDaddy chief marketing officer and executive vice president of digital commerce Phil Bienert. “Those are significant assets, but the key ingredient for us is their understanding of our small business platform which gives us the power to personalize meaningful, data-driven messages to people at precisely the time they need it, no matter where they are in the world.”
TBWA\Chiat\Day is planning a global campaign for the brand early next year, with help from GoDaddy’s in-house creative and content unit as needed. According to Kantar Media, GoDaddy spends around $25 million annually on measured media domestically. A global spending estimate was unavailable.