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.