The online auction site has approached agencies and is expected to make an appointment in the coming weeks.
EBay's creative account is held by Delaney Lund Knox Warren & Partners and media is held by PHD. Neither is thought to be affected by the digital appointment.
The company began its first offline advertising drive at the end of 2004 after appointing DLKW to handle the £3m account.
DLKW's work has involved TV and radio executions. The DLKW campaign used the line "Buy it. Sell it. Love it" and its launch last October coincided with the fifth anniversary of eBay's presence in the UK.
DLKW Dialogue, DLKW's below-the-line and digital arm, has worked with eBay on several projects but never on a retained basis.
EBay has recently been on an acquisition spree. In May, it bought the London-based Gumtree.com, which runs a classified site listing flat-shares, rental properties, and personal and job advertisements. It also picked up the community-based listings website LoQUo.com, which operates in several European markets including the UK.
Nobody at eBay was available for comment as Campaign went to press.
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