Overview
eBay
From a Transactional Account to a Strategic Growth Partnership
The eBay relationship was largely transactional, with limited visibility beyond individual campaigns and no long-term account roadmap. As Group Strategy Director, I introduced a structured Client Growth Plan to deepen relationships across the account, increase my agency's strategic relevance and create greater visibility of future opportunities.
By combining stakeholder development, consumer insight and proactive solution planning, we gained 18-month visibility of eBay’s media plans and secured increased year-on-year investment.
The Objectives
Role: Group Strategy Director
Shift the eBay relationship from transactional media delivery to a more strategic, forward-looking partnership that drives long-term account growth.
Build relationships with senior Strategy and Planning stakeholders, using the agency's audience intelligence and consumer data to demonstrate greater value within eBay’s media planning process.
Create greater visibility of eBay’s future priorities so that my agency can anticipate upcoming requirements, proactively develop relevant recommendations and secure investment earlier.
Expertise
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Account Growth Strategy
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Strategic Client Leadership
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Portfolio Management
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Senior Stakeholder Management
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Multidisciplinary Team Leadership
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Innovation & Strategic Roadmapping
The Approach
Building the Growth Plan
Developed a Client Growth Plan mapping key stakeholders, relationship gaps and future opportunities. Worked with Delivery to establish a coordinated engagement strategy, combining their existing client access with targeted development of senior Strategy and Planning relationships.
Creating Value Through Insight
Used consumer and audience intelligence to move conversations beyond individual campaigns, proactively identifying opportunities around seasonal sales periods, sustainable shopping trends and eBay’s emerging media priorities.
Building Strategic Relationships
Established relationships with senior Strategy and Planning stakeholders through targeted Strategy, Insights and Innovation sessions, creating greater understanding of eBay’s challenges and increasing my agency's involvement in forward planning.
Turning Visibility Into Opportunity
Owned the innovation roadmap and coordinated Insights, Creative, Product and Delivery teams around eBay’s future priorities. Developed proactive recommendations across Video, Display, creative and the Love Island partnership, allowing Captify to engage around planned activity months earlier.
Data-Driven Digital Campaigns
The Results
YoY Increase In Investment
Client Value
Created a more proactive relationship centred around eBay’s longer-term objectives rather than individual media briefs. The agency gained 18-month visibility of eBay’s plans, enabling relevant insights and recommendations to be introduced up to six months ahead of planned activity and establishing quarterly innovation sessions with eBay and their Media Planning team.
Strategic Value
The increased strategic engagement translated into a confirmed year-on-year increase in eBay’s investment with my agency, while greater forward visibility enabled quarterly revenue to be identified and secured earlier.