Sources tell Media that eBay shifted the site and focus of the review from Singapore, where the first round was held late last year, to Hong Kong mid-pitch. The M&C and OMD partnership triumphed over Ogilvy & Mather and Saatchi & Saatchi.
"EBay is a late entrant in this part of the world, compared to its biggest competitor Yahoo Auction," said an industry observer. "Yahoo has a pretty strong base in Hong Kong and Singapore, so eBay will have to play catch-up."
However, eBay, which saw its 2004 international sales hit US$1.1 billion -- 46 per cent of overall trading revenue -- is looking to overseas markets to drive growth. It is believed that eBay wants to communicate its brand values -- fun and genuine -- and underline the strong operational safeguards it has put in place to protect both buyer and seller.
"EBay is a late entrant in this part of the world, compared to its biggest competitor Yahoo Auction," said an industry observer. "Yahoo has a pretty strong base in Hong Kong and Singapore, so eBay will have to play catch-up."
However, eBay, which saw its 2004 international sales hit US$1.1 billion -- 46 per cent of overall trading revenue -- is looking to overseas markets to drive growth. It is believed that eBay wants to communicate its brand values -- fun and genuine -- and underline the strong operational safeguards it has put in place to protect both buyer and seller.
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