Ecommerce website eBay has appointed dentsu’s iProspect as its global media agency following a competitive review.
The shortlist reportedly included incumbent Essencemediacom, which has held the account since 2014, and Havas Media Network.
The Australian teams had significant influence in the pitch, insiders tell AdNews.
A eBay spokesperson told AdNews the brand was looking for a media agency who could support the brand's global transformation—moving from a decentralized market-based model to a more centralized model that provides global efficiencies.
"To support this evolution, we were looking for a media agency partner who can help us identify synergies and scale globally while staying true to the unique needs of our customers within each market," the spokesperson said.
"While we were very impressed with all the agencies who participated, iProspect stood out for their passion of the eBay brand and their strong operating model. We look forward to working with the iProspect team in 2025 and beyond.
"We want to thank all the agencies who took part in the review process, in particular EssenceMediacom. We appreciate our long-standing relationship and are very proud of the accomplishments we have made over the years.”
iProspect told AdNews they are honored to be partnering with eBay.
"Our shared vision for accelerating growth and optimizing performance across the media funnel through innovation, data, and technology was clear throughout the entire process. We are excited about our future success together," a spokesperson said.
Independent Special Group is the brand's creative agency of record, officially winning the business in a competitive pitch in 2023.
BrainLab's Jack Nimble also does some creative work for the brand.
eBay's last local brand campaign 'Everyone has a Thing' included the reinvention of a much-beloved song.
For the campaign launch eBay Australia CMO Rebecca Newton said "after 24 vibrant years in the Australian market, it's rediscovering its roots and going back to where it all began".
GroupM gave no comment.
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