According to The New York Times, GoDaddy.com, who up until now produced all of their own commercials in house, including those Super Bowl commercials, has hired for the first time a professional advertising agency, Deutsch New York.
According to The Times the first commercials produced by Deutsch New York will begin airing during the Olympics.
The article quotes Godaddy.com’s CEO Warren Adelman as saying:
““We are synonymous with inexpensive domains and sexy girls,”
“I think there is a different message we have to expose people to.”
The article also quotes executive chairman and founder Bob Parsons saying that he was fine with GoDaddy’s marketing taking a “new direction.”
“Any company has got to reinvent itself again and again.”
“And now, we’ve graduated from college.”
“We’re more businesslike and will focus on the business side of things. We’ve grown up now,”
“We’re always going to be GoDaddy, but be GoDaddy in a different way”
In the new campaign the GoDaddy girls “will still have a role ” Val DiFebo, Deutsch New York’s CEO said, but “more in balance with what the brand has to offer.”
“The ads will tell more of a story about GoDaddy’s technology rather than entice consumers with appeals like ‘To see more skin, click here,'”