eBay seeks new blood for major consumer brief

eBay is putting its core consumer account up for grabs for the first time in three years.

The online auction giant is in the process of speaking to agencies and drawing up an initial shortlist for the six-figure ­account. It is expected to ­broaden the scope of its PR ­activity following sustained growth in recent years.

The site’s head of PR & community Richard Kanareck is leading the search for an agency to replace incumbent 77PR, who will not repitch for the account.

He said: ‘eBay has incredible brand awareness in the UK – everyone has heard of it and most people have used it at least once. The challenge is to build on that to create deeper brand ­engagement and understanding among our community of users.’

Guy Corbet, director at 77PR, said: ‘The business has matured over the past three years and it is looking for new approaches to take it into its next stage of development. It is clear that management is looking for new blood.’

This month, eBay hired new advertising and online agencies. It will continue to use Lexis PR and Lansons Communications for related websites.

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