SBD/June 13, 2012/Marketing and Sponsorship

Go Daddy Taking New Marketing Direction With Hiring Of Ad Agency Deutsch

The role of the Go Daddy girls will be more in balance with what the brand has to offer
Go Daddy has hired Deutsch, N.Y. to create a new marketing campaign entitled “Inside/Out” set to debut during NBC broadcasts of the London Games. Go Daddy's Super Bowl spots have been produced in-house for the last seven consecutive years, with CMO Barb Rechterman leading the company's day-to-day marketing strategies (Go Daddy). Go Daddy Founder & CEO Bob Parsons yesterday said that he was “fine with Go Daddy’s marketing taking ‘a new direction.’” Parsons: “Any company has got to reinvent itself again and again.” In N.Y., Stuart Elliott noted the company’s first racy commercial “was created for the 2005 Super Bowl by the Ad Store agency in New York.” Parsons likened Go Daddy’s previous persona to that of “a frat boy,” and added, “Now, we’ve graduated from college.” Parsons: “We’ve grown up now. We’re always going to be Go Daddy, but be Go Daddy in a different way.” Parsons said that Deutsch, N.Y. was “one of five outside agencies initially considered to create a new style of Go Daddy marketing.” Deutsch, N.Y. President Val DiFebo said the Go Daddy Girls “will still have a role” in the new campaign. But she added their role is “more in balance with what the brand has to offer.” DiFebo said that the ads “will tell more of a story about Go Daddy’s technology rather than entice consumers with appeals like ‘To see more skin, click here.’” Elliott noted the West Coast office of Deutsch, known as Deutsch, L.A., has “extensive Super Bowl advertising experience,” including commercials for Volkswagen with their “Star Wars” themes (NYTIMES.com, 6/12).
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