Uber appoints Special Group as creative agency for Australia and New Zealand
Ride-sharing service Uber has appointed Special Group as its creative agency of record for Australia and New Zealand, Mumbrella can reveal.
The news comes just weeks after Special Group confirmed its founding creative partners, Matty Burton and Dave Bowman would depart the agency in August, to take on senior roles at Google.
Mumbrella understands the pitch process had at least three stages, an initial introduction and credentials consultation with a longer list of Australian agencies, followed on by several short lists.
Special Group will report to chief marketing officer Steve Brennen, who joins the company from Ebay Australia.
The final decision follows One Green Bean’s appointment as the brand’s local PR agency last year, and MediaCom’s appointment as media agency of record earlier this year.
Prior to the pitch, most of Uber’s local work was coming from Gold Coast agency 40/40 Creative, who most recently created a campaign with Drinkwise, to encourage drivers to look after a friend who had been drinking.
Uber confirmed the appointment and Special Group has been approached for comment.
Special Group’s other clients include RM Williams, Pet Barn and Harris Farm.
I think Uber need a damage limitation agency right now more than a creative one!? As a brand they appear to be stumbling from one crisis to the next.
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If Uber pays their agency in the same tightarse way they pay their drivers, it will be slim pickings for Special Group. Drivers get $1 per Km in Melbourne – then have to pay GST, 25% commission to Uber and all car & insurance costs. The net rate for drivers is lucky to be 50c per km. Hope you get surge rates Special Group, otherwise you’re not going to make much money out of Uber.
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