Groupon, which has seen its shares crash from $28 a year ago when it began trading to $5.05 this week , is looking for a a creative agency for an upcoming ad campaign.
The daily deals company, which was bruised by comments on a Super Bowl campaign it ran two years ago, wants to rebuild both its image and stock price, according to Ad Age magazine .
Head of consumer brand marketing Geri Robinson said they had asked a number of agencies to pitch ideas for a brand campaign.
The process is well under way and Groupon hopes to select a new agency partner this quarter. Projected date for the campaign is the first quarter of 2013, she said.
Robinson said the campaign could be on broadcast TV, digital, social or "on some combination of those platforms". The media mix would depend on the winning pitch. Whether that campaign would include a Super Bowl ad was unclear, said the mag.
Groupon ran Super Bowl ads two years ago by CP&B -- parodying charity endorsements made by celebrities -- which were panned by people who felt the company was making light of situations related to Tibet and the Brazilian rain forest.
Robinson added, "It's been about two years now and we're hoping that's kind of in the background," she said. "It's time to get out there and tell our story."
She said Groupon was seeking a partner to handle a creative assignment - and is not selecting an agency of record as part of this request.
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Groupon should really work at building partnerships with deal aggregators instead of shunning them. With over 50+ different daily deal and group buying sites in every single market (China has 2000+) Groupon should work WITH and not against local aggregation sites which brings all of the deals in one spot. Their competitors are doing so - working with deal aggregators - to take advantage of capturing buyers at the onset, and leaving Groupon deals at the bottom of the pile. This is happening with their competitors in Asia, where Groupon is no longer THE ONE and ONLY anymore. On www.DealsHongKong.com, there are over 10+ sites that offer deals on the English side, while the Chinese side has even more.
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