Making the team work.
And pay.
eBay has a presence in 11 countries across Europe. And to market the business they maintain a number of long term partnerships with the big names in the industry. People like AOL, Excel, Yahoo and T-online. Results were okay. But could they be better?
Brief
Optimise the results from eBay's European partnerships. And run the planning and buying of all their display media while we were at it. It would be enough to be getting on with.
Our insight
eBay had just brought together several formerly country-centric marketing teams into one location in Zurich. But as well as centralising their people they knew they had to revitalise their processes. We'd worked with them successfully in the past. Now eBay invited us to come onboard and work alongside them more closely than we'd ever done before.
Solution
eBay didn't want a quiet life. They asked us to push them hard and stoke their ambitions and we did. We introduced new processes, new products and new campaigns. We were in London, they were in Zurich. But we knew this could be no long-distance relationship. So we made sure that at least one of our team spent two days a week there. We began by integrating their reporting at a much more granular level and reoptimising current activity. New dynamic creative was introduced. And a combination of a fresh analytical approach and our unrivalled knowledge of media brought a new dimension to their pan European deals.
Results
eBay's initial objective was to improve revenue per Euro spent by 10% across their European digital marketing activity. And they wanted us to do it in a year.
We helped them get a 33% improvement in ROI. And we did that within six months.
