Seamless Delivers Its NY Business To BBH

Bartle Bogle Hegarty's (BBH) New York office has been named creative lead for food delivery service Seamless in NYC, with new work to launch in the fall. 

The larger and better known food delivery service GrubHub acquired New York-based Seamless in 2013, but GrubHub continues to serve New York under the Seamless brand.  

BBH NY had originally pitched GrubHub last year in 2014, but did not win the account. However, the pitch work was recently revisited by the client, which led to the subsequent hire of BBH New York for the Seamless assignment. Previously, Seamless out-of-home creative, has been handled in-house.  

The shop’s first Seamless work will focus on highlighting the brand’s "unique role in powering New York City." It will also try to position Seamless as New York's top delivery service. The creative will be aimed at new diners while also trying to motivate current customers to order more frequently. 

This spring, GrubHub made a big splash in the marketing world when it hired Google's Barbara Martin Coppola as CMO, where she had led marketing for Google Express, the firm’s same-day delivery service.   

GrubHub has boosted sales and marketing expenditures during the past year.  The company spent $24.1 million on those efforts during the first quarter 2015, a 50% increase compared to the $16.1 million spent in the same quarter last year. And this hike follows the ad spend jump in the fourth quarter of 2014 to $19 million, a 54% increase year-over-year. As a percentage of revenue, sales and marketing expenditures remain around 25% to 26%. 

"We're thrilled to be working with (CMO) Barbara Martin Coppola and the Seamless team," says BBH USA CEO Pat Lafferty. “Their passion for incisive strategy and courageous work make them the ideal partner. And, of course, we were already Seamless power users." 

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