Wieden+Kennedy will work across all aspects of the Lyft business and DigitasLBi will lead Lyft's brand media strategy and analytics. DigitasLBi will also handle media planning, buying and support Lyft's marketing plans, data and analysis services.
"We're energized to be partnering with Lyft to educate consumers about the benefits of ride-sharing and what it means to be a part of the Lyft community," said Tony Weisman, CEO of DigitasLBi North America. "Lyft not only invented ride-sharing—they also care about their people and the communities they impact, just like us. We'll bring forth the data for a media approach that helps reach their growth goals."
Lyft spent $46 million on measured media in 2016, per Kantar Media.