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Thursday, June 14, 2012

Go Daddy Taps Deutsch for New Era of "GoDaddy-esque" Advertising

Go Daddy commercials: love them, or not ... the edgy, slightly inappropriate TV commercials have helped make the Web hosting provider and domain name registrar a world leader on the Internet and a household name with mainstream audiences. Now, Go Daddy is announcing plans to evolve the iconic brand with a new marketing effort set to debut during the Olympics NBC broadcast. The campaign is titled "Inside / Out" and was created by the New York office of Deutsch Inc.

Considering Go Daddy's well-documented marketing success over the years, signing an outside agency is somewhat of a risk. While critics historically panned the TV ads, Go Daddy leveraged the buzz, using "Push to Web" advertising to attract website visitors and convert them into customers.

Go Daddy's Super Bowl campaigns have been produced in-house for the last seven consecutive years and are credited with helping grow new domain name market share to more than 50 percent worldwide.

"We are teaming up with Deutsch because we think the team there 'gets us' and can help take Go Daddy to the next level," said Go Daddy Chief Marketing Officer Barb Rechterman. "They understand our story and we think working with Deutsch is going to be an important step in Go Daddy's brand evolution."

The plan is for the new ads to be true to Go Daddy's sense of fun, but engage viewers more deeply around what exactly
Go Daddy does to help millions of people and businesses grow their presence online.
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