Dentsu's iPropsect has won out against EssenceMediacom for eBay's global media account, following an extensive review process that began in April.

The shift, which will include the Australian market, is part of the multinational ecommerce giant's transformation from a decentralised, market-based model to a more centralised one, aimed at achieving global efficiencies.

"After completing an extensive review process, we have decided to award the global media business to iProspect, a Dentsu company. Their support will be critical as we focus on full-funnel campaigns that are integrated throughout the entire buying and selling journey," said a spokesperson for eBay.

"While we were very impressed with all the agencies who participated, iProspect stood out for their passion of the eBay brand and their strong operating model. Their support will be critical as we focus on full-funnel campaigns that are integrated throughout the entire buying and selling journey. We look forward to working with the iProspect team in 2025 and beyond."

The spokesperson thanked all of agencies that took part in the review process and said it appreciate its "long standing relationship" with EssenceMediacom and the accomplishments it had made with the GroupM media agency since its 2019 appointment.

Commenting on the win, an iProspect spokesperson said: "iProspect is honored to be partnering with eBay's visionary team in fully leveraging their market potential and helping drive their global transformation journey. Our shared vision for accelerating growth and optimizing performance across the media funnel through innovation, data, and technology was clear throughout the entire process. We are excited about our future success together."