eBay Enterprise Marketing Solutions was divested from eBay in the fall of 2015 in a $925 million dollar deal to a group of investment companies, including Permira Funds and Sterling Partners. Swystun Communications joined a team comprised of financial advisors, public relations experts, and strategy consultants who worked on different aspects of the transaction and transition. We were engaged to lead the rebranding of a new entity focused on performance marketing (and wish to thank the Winterberry Group for making this opportunity happen).
This business handles display, social, affiliate marketing, analytics and insights, and search engine optimization for over 2,000 retail clients and brands, including Aeropostale, American Greetings, GNC, Good Year, Grainger, Kate Spade, Levi’s, NFL, Rite Aid, Sallie Mae, Calvin Klein, Dick’s Sporting Goods, and Zale Corp.
The entity has an incredible history. It actually began in 1999 as Pepperjam and went through a series of transactions that saw it become part of eBay. Swystun Communications wrote the new brand’s story, explored a new name, and worked collaboratively with the client’s talented design team to develop a new look and feel.
In the end, the company decided to return to its roots based on a strong business case. Thus the reinvigorated Pepperjam was born. “It’s more than a name, but rather a collection of concepts, ideas and energy that creates an emotional and intellectual response from individuals that interact with the company and its employees,” said Michael Jones, CEO. “It’s important to create an attachment.”
The engagement was made complex and interesting as Pepperjam announced a series of acquisitions through this process. The company was fantastic to work with and accomplished an amazing amount in a short period of time under pressured conditions. We were happy to be called back to assist on Pepperjam’s go-to-market strategy as they pursue growth and leadership in a category they intend to reinvent.