News recently broke that eBay has a new media agency. According to reports, eBay sent its global media account to Mediacom. The win for Mediacom comes after a review which began earlier this summer. Mediacom will be handling the retailer’s media buying account. The change for the online retailer comes as a result of a global reorganization. The reorganization sees regional markets now reporting to a single global team led by Jay Lee, senior VP-general manager, markets.
eBay Selects Mediacom as New Global Media Agency
Prior to the appointment of Mediacom, the online retailer has been working with Publicis Media’s Blue 449. Their partnership began in 2016 when the agency merged with Spark Foundry who won buying and planning duties for the company’s U.S. market from incumbent WPP’s MediaCom. eBay still maintained a relationship with MediaCom, with the agency still handling certain markets including Europe and Australia.
According to reports, the RFP was only issued to agencies that were already working with eBay. Sources close to the project stated that WPP’s GroupM and Spark Foundry had both pitched to defend the account. No comment has been made from either agency confirming or denying the statement.
eBay and MediaCom Speak on the Partnership
According to the online retailer, their regional marketing teams are working together more closely than ever. They stated that consolidating their media business will help them operate more quickly and efficiently as a global organization. The online retailer also mentioned MediaCom’s long history with them and how they believe they will help them reach their goals. A spokesperson for the brand also confirmed that the brand is evaluating its needs on the creative side. The spokesperson stated that they are yet to make a decision concerning the creative side.
Stephen Allan, worldwide chairman and CEO of MediaCom also spoke about the partnership. He talked about how the agency is in the business of driving growth for its clients. He noted the “scale and ambition of eBay” and the retailer’s focus “on long-term growth” and motivation “by creative ideas” will help them both achieve their goals.