eBay appoints Dentsu iProspect as global media agency
By Oluwaseyi Lawal
Following a competitive review, eBay has transitioned its global media account from WPP’s EssenceMediacom to Dentsu’s iProspect, which has been securing more business recently.
EssenceMediacom participated in the repitch for the account, with Havas Media Network also competing for the business.
In a statement, eBay said, “While we were very impressed with all the agencies who participated, iProspect stood out for their passion for 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.”
“We want to thank all the agencies who took part in the review process, particularly EssenceMediacom. We appreciate our long-standing relationship and are very proud of the accomplishments we have made over the years.”
This likely offers little comfort to EssenceMediacom, which has been experiencing a challenging period of business losses. The e-commerce platform began centralizing its global media account with GroupM’s Mediacom, now EssenceMediacom, in 2014.
However, Mediacom lost eBay’s U.S. account to Blue 449 (now Spark Foundry) in 2016, only to regain the global media account in 2019. This marks the latest in a series of account losses for GroupM. Earlier this year, in May, EssenceMediacom X lost the media responsibilities for L’Oréal UK and Ireland, followed by the digital media duties for Sainsbury’s. Earlier this week, the company shut down its conflict agency, EssenceMediacom X, in the UK after losing the £250 million Sky Media account in Europe.
A statement from iProspect said, “iProspect is honored to be partnering with eBay’s visionary team to fully leverage their market potential and help drive their global transformation journey. Our shared vision for accelerating growth and optimizing performance across the media funnel through innovation, data, and technology was clear throughout the entire process. We are excited about our future success together.”
Comvergence estimates that eBay’s media spending will reach $350 million in 2024. Out of this amount, the media agency will manage $175 million, while the brand oversees performance marketing internally.
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