Digitizing a corporate transformation: Setting the stage for eBay's next chapter

eBay Inc, an e-commerce company, promoted the separation of its marketplace and payments businesses by creating a multi-media campaign in the US.

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'....

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