GoDaddy is launching an agency review and says it is seeking "to diversify its marketing investments across more channels and regions."
It is unclear whether Incumbent Barton F. Graf 9000 will participate in the review.
This review comes as the Web-hosting platform is trying to reposition itself in the marketplace. Under new CMO Phil Bienert, the company seeks to move away from controversial Super Bowl ads to focus more on data-driven, personalized messages that resonate with small-business owners. Another key area of focus is international growth, particularly in Asia.
"We're searching for a brand marketing partner, an 'agency-of-record' to help make the GoDaddy brand globally scalable and locally relevant in ways that tell entrepreneurs and small business owners everywhere exactly 'how' we can help them grow their businesses," Bienert said.
"We're ready to push beyond broad domestic campaigns and leverage our small business data platform as a key ingredient in our global brand marketing," says Bienert. "Our personalized, data-driven approach presents a significant opportunity to engage audiences with targeted messages at key points in their digital journey, no matter where in the world they live," he says.
GoDaddy plans to name its new global brand marketing agency by late summer, in order to launch new diversified campaigns before year's-end.
The company spent $24.7 million on advertising last year, according to Kantar Media. Its total advertising and sponsorship budget was $164.7 million last year, representing 12% of its revenue and up 14% year-over-year, according to financial records.
GoDaddy has made several changes since Bienert succeeded Barb Rechterman, who was promoted to Chief Customer Officer in March. Last month, Go Daddy announced it was ending its primary sponsorship of the No.10 NASCAR Sprint Cup Series team of Stewart-Haas Racing (SHR), as well as its high-profile deal with driver Danica Patrick. However, Go Daddy plans to continue to use Patrick as a GoDaddy spokeswoman under a separate personal services agreement.
In January, GoDaddy named Initiative as its media buying agency of record. At the time, Peter Mears, Initiative North America president, stated that GoDaddy’s mission “is to radically shift the global economy toward small business."
Over the past 19 months, GoDaddy has grown its global footprint and now serves customers in 37 countries, in 17 languages.