CLIENT
eBay
Bill Cobb, President eBay North America
Gary Briggs, CMO
Kevin McSpadden, Sr. Dir. - Brand Mktg.
Lisa Carey, Sr. Mgr. - Advertising
AGENCY
David Lubars, Chief Creative Officer - Chairman of BBDO North America
Jeff Mordos, Chief Operating Officer - BBDO New York and North America
Jim Santora, SVP - Senior Account Dir.
Greg Hahn, Executive Creative Dir.
Nick Bartle, EVP - Dir. of Planning
Kara Goodrich, Senior Creative Dir.
James Clunie, Creative Dir.
Scott Kaplan, Creative Dir.
Michelle Kiely, Associate Planning Dir.
, Megan Bundy
Account Supervisor
OMD
agency.com
SUMMARY
The very thing that made eBay famous was threatening its future success. People saw eBay as a great place to buy hard-to-find, collectible items but did not think of it for the more ordinary, everyday items that represented the real growth in ecommerce. Incessant pop culture references merely amplified this problem and presented a significant perceptual hurdle for a very modest media budget to overcome. The highly successful itintegrated campaign broadened perceptions of what could be bought on eBay and helped grow revenue twice as fast as ecommerce.
