Uber is parking its entire global media buying and planning business with GroupM’s MediaCom.
The appointment comes without a formal review process and acts as a consolidation for Uber, expanding an existing relationship with MediaCom. Effective Jan. 1, 2021, MediaCom will be responsible for handling all digital and offline brand media in active markets. MediaCom U.S. chief transformation officer Ilana Abrahams-Nolte and MediaCom group business lead, executive director Latha Sundaram will lead the account.
“Today requires a different approach to brand building and innovation, which is why we have consolidated our global media needs with MediaCom,” Uber global head of media Travis Freeman said in a statement. “The work they’ve done for Uber during perhaps one of the most disruptive times in our industry, has given us the confidence that our partnership will continue to thrive globally.”
MediaCom previously handled media buying and planning for Uber in Australia and the U.S. Uber previously worked with a number of agencies in other markets, including OMD in Europe, the Middle East and Africa and Initiative in Latin America.
Uber spends around $190 million on measured media channels globally, excluding digital channels, according to data consultancy COMvergence.
“As one of the leaders of the new age of advertisers and one of the most cutting-edge brands around, we are proud to be part of Uber’s amazing global journey,” MediaCom global CEO Nick Lawson added in the statement. “To be appointed as their consolidated global agency of record is testament to the incredible work we see day-in-day-out across the business.”
The consolidation follows Duracell appointing MediaCom as global media agency of record back in May.
The company attracted attention recently for an August campaign with creative agency Wieden+Kennedy that told riders who tolerate racism to delete Uber. A campaign back in April saw Uber tell riders to stay home.