DLKW wins £3m Ebay account
Online auction site Ebay has appointed Delaney Lund Knox Warren (DLKW) to handle its &£3m advertising account.The agency won the business after a competitive pitch against Joshua, Ogilvy & Mather and DFGW.
DLKW is Ebay’s first UK agency, though it has been using MediaCom in the UK for its media buying and planning. It has put this business up for review, and the incumbent will pitch against PHD, Starcom Motive and Mediaedge:CIA.
The reviews have been a precursor to the launch of the Web auction company’s first above-the-line campaign in the UK. Previous promotional activity has been confined solely to online marketing.
The initial spend, to the end of the year, is &£3m, but the budget is expected to rise next year.
The review was overseen by former Unilever interactive marketing chief Simon Darling, who joined Ebay as marketing director last year. He is also overseeing the media review. Darling replaced commercial director Linda Campbell, who is on a two-year sabbatical.
Ebay has also appointed Iain Hildreth as head of brand and offline marketing. He will report directly to Darling. Hildreth joins from Barclays, where he was head of brand experience.
Ebay launched in September 1998 and has 62 million registered users across the world, 6.8 million of whom are in the UK. The site has already used offline advertising in the US and Germany.
