Uber has awarded most of its global media agency account to Omnicom Media Group after a four-month review, the company confirmed Tuesday.
The rideshare giant spends an estimated $600 million annually on measured media and advertising expenditures totaled $1.7 billion last year, according to the firm’s latest annual report.
OMG’s scope of work includes media strategy, planning and buying for North America, Europe the Middle East and Latin America.
Previously the business had been awarded to GroupM’s MediaCom in 2020 prior to its merger with sibling agency Essence.
In part Uber selected OMG for its ability to deliver “best-in-class" services across markets. Other decision drivers were said to include superior strategy, digital media prowess, measurement capabilities, and commitments to transparency and accountability.
“Uber moves at a fast pace, and throughout the pitch we were impressed with Omnicom Media Group’s speed and agility, which along with the quality of their talent, technology — as embodied in their Omni marketing orchestration system — strategic thinking, and commitment to being a true partner to our business set them apart,” stated David Mogensen, VP Marketing, Uber.
For OMG the win is the latest victory over a three-month-long $1.5 billion (estimated annualized billings) new business hot streak that includes media AOR awards for Beiersdorf and Under Armour (OMD), food giant Groupo Bimbo (PHD) and UK national lottery operator Allwyn (Hearts & Science).
OMG was also named preferred media partner for global banking firm HSBC.