🛒 eBay picks Dentsu's iProspect for global media
eBay has moved its global media account from WPP’s EssenceMediacom to Dentsu’s iProspect, signaling a strategic shift. This account change follows a competitive review, including EssenceMediacom and Havas Media Network. iProspect emerged as the winner due to its commitment to eBay and its strong operational approach, noted for its "passion for the eBay brand" and ability to deliver full-funnel marketing solutions. The transition is part of eBay's broader focus on integrating the buying and selling journey across all touchpoints.
🏢 EssenceMediacom suffers from recent losses
This shift comes as a blow to EssenceMediacom, which has been facing a series of significant setbacks. Earlier this week, the agency was forced to close its conflict unit, EssenceMediacom X, in the UK after losing a £250M Sky Media account in Europe. Losing eBay, another key client, further compounds these challenges. This decline in business comes despite the agency’s longstanding partnership with eBay, which spanned many years and yielded impressive results.
🔄 A close competition with top agencies
EssenceMediacom was not the only contender. Havas Media Network also participated in the pitch process, making the competition even fiercer. Ultimately, iProspect's "strong operating model" and deep connection with eBay’s brand values won the day. According to eBay, iProspect's innovative full-funnel campaigns and approach to managing the entire buyer-seller journey will be critical as they move into 2025 and beyond. This partnership is expected to shape the future of eBay's global marketing strategy.
💼 Gratitude towards EssenceMediacom
Despite losing the account, eBay acknowledged the work of EssenceMediacom. “We want to thank all the agencies who took part in the review process, in particular EssenceMediacom,” eBay stated. They highlighted the "long-standing relationship" and successes that EssenceMediacom helped them achieve over the years. However, with iProspect now at the helm, eBay is poised to continue evolving its media strategy to strengthen its market presence and consumer experience.
Is eBay's shift to iProspect a smart move?
