EssenceMediacom retains $235m Uber APAC account; Australia to become central hub

GroupM’s EssenceMediacom has retained Uber APAC’s media account, beating Omnicom’s PHD and IPG’s Mediabrands in a competitive pitch.

Mumbrella understands the account’s media billings are worth $US150m, or $AU235m.

Mumbrella also understands the account will be run entirely from the agency’s Sydney headquarters, with a new agency model embedded to maximise business opportunities in market.

The Australian Mediacom team, prior to its merger with Essence, was appointed to the account in 2017.

Uber APAC’s head of media, Joe Lunn, said: “We are delighted to continue our relationship with EssenceMediacom in APAC.

“They have been valued partners, continuing to evolve their offering with a strong track record that is held up as best practice globally,” he continued. “Throughout the pitch process they demonstrated their consistently high quality of strategic thinking and media expertise across the region, with great talent that are passionate and knowledgeable about our business. With a new APAC hub in Sydney and more integrated teams in the local markets, we’re excited to continue working with EssenceMediacom on our goal to reimagine the way the world moves for the better.”

Pippa Berlocher, CEO at EssenceMediacom said the team is thrilled to retain the account, but are especially excited about having the central hub in Sydney.

“I’m so proud of the team and blown away by the passion and knowledge they continually demonstrate for Uber’s business, it was wonderful seeing them bring our breakthrough product to life throughout the pitch process,” she said.

“I look forward to what’s next for our partnership so we can continue to deliver breakthrough thinking and results for their business across the region.”

EssenceMediacom’s Sydney managing director, Stevie Douglas-Neal, will be responsible for leading the new central hub.

Douglas-Neal said: “It has been a privilege to work alongside the EssenceMediacom and Uber teams across the region and I’m pleased we will be continuing this partnership.

“I’m particularly excited about taking on the leadership role to embed the central hub and look forward to seeing the business growth we can deliver for Uber with one cohesive approach applied in APAC, which also takes into consideration local market nuances,” she added.

Currently, Uber is also engaging social agency Hello Social, while Special Australia handles its creatives, including the recently launched new iteration of its iconic Uber Eats platform, ‘Get almost, almost anything’.

Omnicom Media Group has won the global account, believed to be worth $US600m, servicing North America, Europe and Latin America.

In July, Australian executive Bec Morton was promoted to global agency lead, taking on a dramatically expanded remit from her APAC role. She remains Sydney-based, but works across all four key regions – APAC, North America, Europe and Latin America.

The brand also recently launched its commerce advertising surface, Sponsored Items, with Coca-Cola as its first brand partner.


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