Ebay calls communications review

US auction giant eBay has shortlisted several multinational agencies as part of a review of its global communications strategy.

eBay: ad campaign
eBay: ad campaign

Led of out its headquarters in San Jose, California, the account is thought to be worth US$5 million and incorporates eBay Inc’s global communications approach.

However, eBay UK communications director Richard Kanareck said the review would not affect eBay’s existing local market alignments. In the UK, eBay’s consumer business is handled by Shine Communications. Blue Rubicon oversees corporate and issues management.

Instead, the company is aiming to hone its global messaging to broaden perceptions beyond its highly successful auction unit. ‘They are looking at opportunities to tell the broader story about the global portfolio,’ said Kanareck. ‘It’s an acknowledgement that the Marketplace story tends to dominate perceptions.’

The review follows the appointment of Alan Marks as SVP of communications at eBay 10 months ago. It is thought that at least four agencies, including Text 100, Hill & Knowlton and Fleishman-Hillard, have been shortlisted to contest the pitch, which will also include eBay’s North American business.

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