ITV Backing Business partners with eBay

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ITV Backing Business, the B2B initiative aimed at supporting businesses and their return to growth, has announced a partnership with eBay, as the pair join forces to champion small businesses.

Launching as a new co-branded commercial across ITV and STV on December 4th during I’m A Celebrity…Get Me Out Of Here, the ad creative will tell the story of online furniture seller James and Natalie, and how their flourishing business has thrived using eBay.

The ads, produced by McCann London, will encourage the nation to come together and support small businesses up and down the country, whilst emphasising that behind the purchases on eBay are real small businesses which are run by real people working hard to keep the country going.

The campaign will run across both linear and VoD platforms as well as a bespoke ITV Backing Business Proudly Presents.

ITV’s Backing Business hub offers a specially tailored toolkit providing marketing support, digital content, information, resources, special offers and trading flexibility.

eBay will also work with ITV commercial to co-create a series of online articles that will be housed on ITV Media and promoted across social as well as ITV’s digital newsletter. The articles will focus on eBay’s ‘Pay As You Grow’ scheme – which sees fees waived for new sellers until their business grows – inspiring viewers to take up online selling, celebrating micro businesses who have thrived during lockdown as a result of selling on eBay.

In October, Backing Business partnered with NatWest to launch a new competition where three of the UK’s brightest small businesses will win their own TV advert worth £150,000, produced by acclaimed London-based advertising agency Pablo, with guaranteed, tailored airtime on ITV and through NatWest’s owned channels.

Mark Trinder, Mark Trinder, Director of Commercial Sales and Partnerships at ITV said: “eBay has provided an invaluable lifeline to so many small businesses, never more so than during Covid-19. Together, ITV Backing Business and eBay both share a combined quest to promote and elevate these enterprises, and as such it’s a pleasure to come together to wave the flag for micro businesses all across the country.”

Murray Lambell, General Manager, eBay UK: “We’re delighted to partner with ITV Backing Business to showcase the best of British entrepreneurship. Despite an exceptionally challenging year, we have seen a significant rise in the number of start-ups joining the platform, many of whom have experienced impressive success. We want to continue to do what we can to support small businesses and create opportunities for would-be entrepreneurs. Removing the barriers to trading online through our Pay As You Grow scheme is just one small way in which we’re hoping to do that.”


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