In April, eBay began looking to revamp its brand and image. The online clearinghouse put out a review not for an agency of record but for shops to work on a global brand project (which speaks to last week’s conversation on the state of the AOR).
Surprisingly, the agencies released no celebratory comment. We do have this from eBay to AdAge:
“As our brand evolves, we’re constantly looking for new ways to inspire and engage our buyers and sellers around the world. We have recently engaged Goodby Silverstein and Partners and Mediacom as one of our agency partners to help us explore how to continue telling the story of eBay.”
The company spent $51 million on U.S. measured media last year; this total includes spending for subsidiaries PayPal and StubHub.