EBay has appointed Naked Communications to handle its social media and content across Europe.
The account will be led by the agency’s London office. It will include eBay’s key markets: Germany, France, Italy, Spain and the U.K.
Naked won the account following a pitch process conducted by eBay with the support of Creativebrief. The pitch kicked off in July.
The brief consolidates work previously held by Essence and Achtung! EBay’s advertising and media planning and buying briefs are unaffected.
Naked will run the owned and earned aspects of social media for the company, including talking to its 2.5 million Facebook fans and creating "newsfeed-worthy" content.
"EBay provides the perfect sweet spot between utility — getting what you want, when you want it — and engagement — being inspired to shop the world," said Bas Ellen, the eBay's European head of social media.
"We needed a partner who can help unlock the strength of this unique positioning and engage with both the ‘heart’ and ‘head’ of our social media and content program. Naked has shown this from day one."
EBay hired MediaCom to its $125 million pan-European media account in May 2014. At the time eBay said it would continue to work with the incumbents, Carat, Fetch and Essence.
This article first appeared on campaignlive.co.uk.