Interpublic media agency Mediahub has been appointed U.S. media agency of record for rideshare company Lyft, Inc., following a competitive review.
The company spends an estimated $12 million on media annually according to agency research firm COMvergence. The bulk of that spending—over $11 million--is allocated to digital channels.
The client had previously worked with VaynerMedia on the account on a project basis but was not media AOR. The agency declined to participate in the review.
“Mediahub has a proven track record of helping technology brands grow and scale,” stated Becca Grossman, Director of Brand Media, Lyft.
Mediahub will handle the transportation company’s U.S. media planning, buying, analytics, and measurement duties. It will work with IPG data company Acxiom to develop “high-value” audiences for the brand that can be reached through addressable channels.
The account will be led by Mediahub’s Los Angeles office.
The win is the latest in a series of new business assignments for the agency this year, following Topgolf, Post Consumer Brands, and Pacaso.