• by Fern Siegel , January 8, 2015

GoDaddy, a company known for its Super Bowl ads, just named Initiative, as its media buying agency of record.

A large tech provider to small businesses, GoDaddy is asking the IPG Mediabrands company to handle brand media strategy, video and analytics duties.

Initiative’s team will be based in the agency’s Los Angeles office.

During the first nine months of 2014, Go Daddy spend $23 million, topping its $21.4 million figure for 2013, per Kantar Media.

Peter Mears, Initiative North America president, stated that Godaddy’s mission “is to radically shift the global economy toward small business,” adding that the partnership “excites us.”

His remarks were echoed by GoDaddy Chief Marketing Officer Barb Rechterman, who said the alliance will “break new ground in reaching new customers efficiently and effectively.”

GoDaddy claims more than 12 million customers worldwide and over 58 million domain names under management.