Alphabet-owned Waymo, the public robotaxi service, has awarded WPP its media assignment for North America and Europe, the Middle East & Africa.  

The firm's media expenditures in the entire region covered by the remit were not immediately available, but agency research firm COMvergence estimates spending in the US and the UK at $120 million.  It wasn't clear which agency or agencies WPP Media is replacing.  

Waymo confirmed the assignment, indicating that WPP Media will lead strategy and buying for some of Waymo's first international cities.  

The award follows the company's recent debut of its first national ad campaign in the US during the World Cup in July. Operating in six of the tournament's host cities, Waymo said it provided rides for fans attending nearly one-third of all matches. The company completed over 90,000 trips to stadiums and official watch parties, supported 400+ fan events, and welcomed over 200,000 first-time riders.  

Suzanne Philion, CMO, Waymo said: "Waymo is already a daily reality for millions of people, and as we scale globally, we’re excited to introduce autonomous riding to millions more. Becoming the world’s most trusted driver starts with being a good neighbor in every community we serve. Partnering with WPP allows us to deepen that connection and make autonomous mobility a seamless, intuitive part of everyday life around the world."  

Brian Lesser, CEO WPP Media said the company was pleased to "help build trust and excitement for such an important company and technology.” 

This story has been updated.