When I first joined eBay, I was the very first person on the internal creative team to tackle the copy for eBay Bucks. Before that, all the work was done by an external agency. There’s a difficult balance to strike when it comes to writing about Bucks because the offer must be very clear and easy to read, but we also need to mention the name of the program. As a result, there is very little room for creative or playful copy.