GoDaddy, the world’s largest technology provider dedicated to small businesses, has hired Barton F. Graf 9000 as its U.S. advertising agency-of-record. A new campaign featuring television and online ads is set to debut in September. Creative details are not being revealed, but the commercials will revolve around how GoDaddy helps small business owners leverage the power of the Internet.
Barton F. Graf 9000 (BFG9000) is an A-list, independent agency known for its edgy humor and oddball style, which have attracted results for clients and praise from ad critics. The New York-based agency was recently ranked one of Fast Company’s top five Most Innovative Advertising Companies. BFG9000 was also awarded 4A’s Mid-size Ad Agency of the Year, and made a name for itself with work for companies like Kayak.com, Unilever and Dish.
Last year, GoDaddy shifted its brand position, and its overall advertising approach, to better focus on how the company supports small business owners with online tools to help create websites, get found online and keep businesses organized. GoDaddy’s most recent marquee marketing campaign featured a woman who followed her dream by quitting her engineering job to start her own puppetry business — and she did it, on television, in front of 110 million Super Bowl viewers.
“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 Chief Marketing Officer 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.”
GoDaddy serves 12 million customers globally and is the largest domain name provider in the world. One of its distinctive offerings is its personalized, around-the-clock telephone support, which Net Promoter Scores rank with the likes of Zappos, Nordstrom and Google.