eBay picks GolinHarris for classifieds PR in Asia markets, Edelman for Gumtree in Australia

eBay Classifieds operates websites under a variety of brands worldwide. In Asia, these include Kijiji sites in Hong Kong, Taiwan, and Japan, and Gumtree sites in Singapore, Australia, and New Zealand. The new remit for GolinHarris includes supporting the launch of new sites in the region, a spokeswoman confirmed.

 

eBay Classifieds Group and GolinHarris will begin rolling out major aspects of the campaign this month. The account will be led out of the firm’s Hong Kong office.

 

Jeremy Walker (left), managing director of the GolinHarris Hong Kong office, credited the agency's g4 model with the win. "Clients are clearly responding to the prospect of having access to consultants who are passionate about specific fields of work," he said in a statement, adding that the agency's "new approach to public relations" and its investments in online and digital media will benefit the client.

Edelman will be tasked with executing a variety of campaigns and establishing a press office for the Australia version of Gumtree, which has grown more than 150 percent in the last 12 months, according to Nat Thomas, corporate communications manager. "We're keen to leverage Edelman’s expertise in consumer advocacy and outreach to continue growing our user base," Thomas said.

Edelman has already executed an experiential stunt for the brand, offering free parking in Syndey on 30 June to promote Gumtree's auto classifieds. Specifically, the stunt (right) promoted the idea that buying a second-hand car through Gumtree can alleviate the "Depreciation distress” of buying a new car and knowing it will lose a significant amount of its value immediately.