Looking to expand its domain beyond North America, GoDaddy has selected TBWA\Chiat\Day as its first lead creative agency.
The Web domain company said it hired the agencys New York office after "an extensive review that included in-market meetings with GoDaddy country executives and agency teams in Asia, Europe and Latin America, as well as the U.S."
Barton F. Graf 9000, which handled much of GoDaddy's recent domestic advertising, did not participate in the competition. That agency is now off the business entirely, mainly owing to its lack of international reach, the client said.
Moving forward, GoDaddy plans to leverage TBWA's global assets across the Omnicom network to personalize its marketing experience for small-business owners, who account for the vast majority of the company's 13 million customers. Delivering highly targeted, data-driven messages to audiences at precisely the right time is paramount, CMO Phil Bienert said in a statement.
"GoDaddy has established a meaningful brand and built an extensive small business data platform with global reach," added TBWA worldwide CEO Troy Ruhanen. "This means we aren't marketing to just anyone at random times, but rather we are talking to relevant, potential customers who need GoDaddy's help to grow their own businesses, whether they are in Bangalore, Rio de Janeiro or San Francisco."
TBWA's New York office led the pitch, with input from teams in Canada, the U.K., Mexico, Brazil and other markets. A global push is planned for early next year. GoDaddy's in-house creative and content unit will contribute as needed. Interpublic Group's Initiative was tapped for media chores as the year began.
GoDaddy spends about $25 million annually on domestic ads alone, per Kantar Media.
In recent efforts, the company has tried to evolve its image from the risqué Danica Patrick-powered Super Bowl commercials that helped build the brand over the past 10 years. GoDaddy has yet to announce its big-game plans for Super Bowl 50, and, at present, has no agreement in place with Patrick to appear in its ads.