Campaign details
Advertiser: eBayAgency: Edelman
Situation analysis and campaign objectives
Nine months after fighting a proxy battle with activist investor, Carl Icahn, and advocating that eBay and PayPal were better together, eBay Inc. – following a strategic review of the company's growth strategies and structure – announced that it would separate its marketplace and payments businesses. After eBay staved off a bruising proxy battle and arrived at this strategic decision, it quickly became clear that there were multiple challenges in communicating this new strategy. First, we needed to challenge the perception that this decision represented a 'flip-flop'....