eBay appoints dentsu's iProspect as its global media agency of record

E-commerce giant eBay has appointed dentsu agency iProspect as its global media agency of record following an extensive review process.

"iProspect is honoured to be partnering with eBay's visionary team in fully leveraging their market potential and helping drive their global transformation journey," an iProspect spokesperson said in a statement to Mediaweek.

"Our shared vision for accelerating growth and optimising performance across the media funnel through innovation, data, and technology was clear throughout the entire process. We are excited about our future success together."

In a statement to Mediaweek, an eBay spokesperson said: "In support of our long-term growth goals, eBay’s marketing organisation has embarked on a global transformation—moving from a decentralised market-based model to a more centralised model that provides global efficiencies.

"To support this evolution, we were looking for a media agency partner who can help us identify synergies and scale globally while staying true to the unique needs of our customers within each market. 

"While we were very impressed with all the agencies who participated, iProspect stood out for their passion of the eBay brand and their strong operating model. Their support will be critical as we focus on full-funnel campaigns that are integrated throughout the entire buying and selling journey. We look forward to working with the iProspect team in 2025 and beyond."

The spokesperson also thanked the agencies that took part in the pitch review, including incumbent GroupM's Mediacom, which was appointed to the account back in 2019.

"We appreciate our long-standing relationship and are very proud of the accomplishments we have made over the years," the eBay spokesperson added.

The win for iProspect comes after the dentsu agency's leaders spoke to Mediaweek about their plans of embedding a culture of effectiveness within the agency in June.

National managing director Marcelle Gomez said: "We’re very proud of that heritage, we don’t shy away from it. But probably about three and a half years ago, we merged Vizeum into iProspect globally.

"Australia was the first market to activate that and bring the new brand proposition to life. And that was around the time I joined the business. And that really gave us the platform to go to market with a full end-to-end media capability."

See also: ‘Growth with a performance mindset’: iProspect’s plan to chase clients and effectiveness