GoDaddy announced on Wednesday that it has hired a new ad agency – Barton F. Graf 9000. The agency is known for work with companies like Kayak, Unilever, and Dish.
GoDaddy hired Deutsch New York a couple years ago, and appeared to be shifting away from the controversial “GoDaddy Girls” strategy with small business-oriented ads including some with Jean Claude Van Damme last fall.
The company’s Super Bowl spot went back to Danica Patrick, but in a veiny body suit rather than near-nude.
With its new agency, GoDaddy will continue down the small business path.
“We want to maintain our sense of humor while focusing on how GoDaddy’s services empower customers … and do it in a creative ways that speak to the ‘go getter’ inside of so many entrepreneurs and small business owners out there looking for an edge,” said GoDaddy CMO Barb Rechterman. “The Barton F. Graf team took a very strategic view of our brand and pitched innovative campaign ideas that were right on message … and had us all laughing.”
“GoDaddy is an iconic brand, which makes this an exciting challenge and really, our team is much like a GoDaddy customer because we are a small agency with big ideas,” said BFG9000 CEO Gerry Graf. “GoDaddy has some innovative tools to help people who own their own business. I know this because I own my own business and I use GoDaddy’s tools. We’re going to let everybody else in the world in on this.”
They have a new campaign featuring TV and online ads set to debut in September. They’re keeping the creative details under wraps in the meantime, other than to say they will “revolve around how GoDaddy helps small business owners leverage the power of the Internet.”
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