Deliveroo Sends Majority of $30 Million Global Media Account to Initiative

By Erik Oster 

Online food delivery company Deliveroo has selected Initiative as its global media buying and planning agency of record, excluding the U.K.

Data consultancy COMvergence estimated Deliveroo’s global media spending at $30 million, of which $12 million is spent in the U.K. The7Stars currently serves as media agency for Deliveroo in the U.K.

“Europe has some of our largest markets, so Initiative’s data-driven, strategic approach, combined with their unique culture-ledproposition, gives us confidence in their ability to drive our ambition forwards,” Deliveroo director, EU marketing Emily Perry said in a statement.


The assignment concludes a review launched in June and supported by Ebiquity.

“Deliveroo is a pioneer in a hyper-competitive category, and we look forward to playing an integral partin connecting the brand with different cultures around the world,” Initiative chief client officer, U.K. and EMEA James Shoreland added.