StubHub Picks Goodby Silverstein & Partners as Lead Agency to Head Up Major Rebranding

Shop crafts new vision and innovative ways to execute it

StubHub, the eBay-owned marketplace for online ticket sellers and buyers, has selected Goodby Silverstein & Partners as its global agency of record after a review.

The assignment for GS&P includes a redesign of the client's brand identity as StubHub aims to position itself as the top destination for music, sports and entertainment events around the world. The secondary-ticket site wants to provide consumers with information on parking, restaurants, the weather and more.

"GS&P presented to us a vision for the StubHub brand and innovative ways to bring it to life," said StubHub CMO Jennifer Betka. "This team is a true partner and will play a key role in propelling our brand forward."

San Francisco indie shop Duncan/Channon had been StubHub's creative agency of record for several years before the company launched its latest review. The former agency partner's best-known work for StubHub starred Ticket Oak, an animatronic, cross-eyed tree whose behavior has been accurately described as "kooky."

Recent campaigns moved away from StubHub's odd mascot. Last fall, the company ran a series of ads focusing on the obnoxious "Mini-Me" inside each ticket buyer.

This news also marks the second time in less than a year that StubHub has moved to rebrand itself; in July 2015, the company debuted a new logo designed by Duncan/Channon and told Adweek, "This is about us as a company taking a step toward things that are more than just a secondary-ticket site." As a client spokesperson said when discussing the Mini-Me ads that debuted two months later, the new StubHub looks to offer consumers an "experience" rather than just a ticket.

Derek Robson, partner and managing director at GS&P, said, "As experiences become increasingly valuable to consumers, StubHub is there to answer the call, allowing people access to tickets anytime, anywhere they may be. This offering presents exciting creative opportunities that we can't wait to unleash to the world."

The latest new business win for the Omnicom agency complements the work it has done for other forward-thinking tech brands such as Google, Nest, Twitter, Cisco, Adobe and StubHub's parent company eBay.