Uber expands Mediacom’s remit, naming it global media agency of record

Rideshare giant Uber has appointed Mediacom as its global media agency of record, expanding its existing remit in the Australian and US markets.

Now, the Group M agency will take charge of all digital and offline activity in all of Uber’s operational markets across North America, Latin America, EMEA, and Asia.

Uber said consolidating the account with Mediacom made sense, since the agency’s work in Australia and the US gave it “confidence”.

“Today requires a different approach to brand building and innovation, which is why we have consolidated our global media needs with MediaCom,” said Uber’s global head of media, Travis Freeman.

“The work they’ve done for Uber during perhaps one of the most disruptive times in our industry, has given us the confidence that our partnership will continue to thrive globally.”

The expanded account – effective 1 January next year – will be led by Mediacom’s US chief transformation officer, Ilana Nolte, and group business lead and executive director, Latha Sundaram.

Mediacom’s global CEO, Nick Lawson, added that “to be appointed as their consolidated global agency of record is testament to the incredible work we see day-in-day-out across the business”.

Locally, Mumbrella revealed earlier this year that Mediacom client, the Victorian Government, was taking its $100m master media account to pitch. Mumbrella understands the pitch list has been whittled down to a final few agencies, but the process has been drawn out. Mediacom was appointed in 2017, with the three year contract set to expire at the end of November. But the Government has extended the contract for a further six months due to the COVID-19 pandemic.

The Australian Mediacom team was appointed to the Uber account in 2017.

Group M’s global chief executive, Christian Juhl, who was appointed last year in July, said the global Uber win “is fantastic news and the consolidation speaks volumes about the innovative ideas MediaCom and GroupM bring to the table every day”.

“We’re excited to scale those ideas within a global framework and look forward to working in partnership with Uber to continue their growth and develop more impactful work globally,” he said.

Earlier this year, Intel appointed WPP stablemate VMLY&R as its creative agency of record.


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