Lyft has added a new agency to the list contributing to its ongoing attempts to unseat Uber.
According to a couple of parties who reached out to us, the San Francisco office of MUH-TAY-ZIK | HOF-FER recently won a project-based assignment for the ride share company. The work will be digital/interactive, but we have very little in the way of details.
Representatives for both agency and client declined to comment. And it’s worth noting that Lyft’s main agency lineup of Wieden + Kennedy New York on creative and DigitasLBi San Francisco on digital will not be affected by this development.
Lyft also works with several other agencies on a similar per-project basis. They include Superfly Agency of San Francisco, Brooklyn’s Work & Co. and Matter Creative.
W+K won the business some time ago, but the news first broke in May to coincide with the announcement that Becca Lawson (formerly of Pandora, GS&P, BBH, etc.) was the company’s new VP of brand marketing. Wieden’s opening stunt happened over the summer when Lyft “took over” an L.A. car wash, but its first brand campaign has yet to debut.
According to a report in Inc. last week, Lyft’s efforts are (finally) paying off as the company has begun closing the market share gap in terms of U.S. downloads thanks, in part, to Uber’s own self-inflicted wounds.
Deutsch’s first brand campaign for that client is also set to launch soon.