Uber has consolidated its global media account with GroupM’s MediaCom.
Agency tracker COMvergence estimates Uber’s global ad spending at $190 million. That’s down more than a third from what the firm was spending five years ago according to previous reports. The COMvergence figure is for off-line media and does not digital, which is handled in-house.
MediaCom, which currently handles the account in the US and Australia, will expand its remit across Uber markets North America, Latin America, EMEA and Asia. Outside the U.S. Uber has worked with a number of agencies including OMD and Initiative. The consolidation is effective Jan. 1, 202.
The account will be led by Ilana Nolte, MediaCom US Chief Transformation Officer, and Latha Sundaram, Group Business Lead, Executive Director at MediaCom US.
“Today requires a different approach to brand building and innovation, which is why we have consolidated our global media needs with MediaCom,” stated Travis Freeman, global head of media at Uber. “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.”
It’s turning out to be a fruitful week on the new business front for GroupM agencies. The Uber win follows word that MediaCom sibling agency Wavemaker picked up Pernod Ricard’s U.S. assignment.