LONDON: EBay has appointed Naked Communications to handle its social media and content across Europe.
The agency’s London office will lead account work. It will include eBay’s key markets: Germany, France, Italy, Spain, and the UK.
Naked won the account following a pitch process that was run by eBay with the support of Creativebrief. The review began in July.
The account is consolidating work previously held by Essence and Achtung! The company’s advertising and media planning and buying accounts are unaffected.
Naked will run the owned and earned aspects of social media for the company, including talking to its 2.5 million Facebook fans and creating "newsfeed-worthy" content.
"EBay provides the perfect sweet spot between utility – getting what you want, when you want it – and engagement – being inspired to shop the world," said Bas Ellen, European head of social media at eBay. "We needed a partner that can help unlock the strength of this unique positioning and engage with both the ‘heart’ and ‘head’ of our social media and content program. Naked has shown this from day one."
EBay hired MediaCom for its £80 million ($126 million) pan-European media account in May. At the time, eBay said it would continue to work with incumbents Carat, Fetch, and Essence.
This article first appeared on the website of Campaign.