CHE Proximity added to eBay creative roster

Online retailer eBay has started working with Clemenger’s CHE Proximity, Mumbrella can reveal.

An eBay spokesperson told Mumbrella the appointment was in line with the brand’s increased focus on communicating its value proposition.

The brand has recently been working with creative outlet 72 and Sunny, which was appointed to the roster back in 2017.

72 and Sunny launched its first work for eBay locally in 2017, which included two 15-second ads featuring viral television gaffes with a voiceover asking “Did you check eBay?”

There was also a social media campaign by 72 and Sunny leading up to Christmas 2017, which warned of the dangers of being a last-minute shopper.

A 72 and Sunny campaign for eBay last year featured former cricketer Shane Warne reflecting on his regrets and embarrassments as a result of failing to check eBay.

Despite CHE Proximity’s appointment, eBay said it will continue to work with 72 and Sunny.

Locally, eBay appointed Julie Nestor, formerly of Amex, as its CMO last year, and globally, the brand is currently reviewing its media agency arrangements in a bid to streamline its marketing approach around the world.

CHE Proximity confirmed the appointment, but declined to comment further.


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