Alphabet’s autonomous driving unit, Waymo, has appointed WPP Media as its media agency of record for North America and the Europe, Middle East and Africa (EMEA) region, marking one of the most significant media assignments in the mobility sector this year.

The deal gives WPP Media responsibility for Waymo’s media strategy, planning and buying across the two regions, as the robotaxi service prepares to scale into some of its first international cities. Financial terms were not disclosed, but agency research firm COMvergence estimates Waymo’s media spend in the US and UK alone at around $120 million.

It was not immediately clear which agency or agencies WPP Media is replacing on the account.

Waymo confirmed the appointment, noting that WPP Media will lead its media work as the company moves beyond its US base and begins to introduce autonomous riding to new markets. The award follows Waymo’s first national advertising campaign in the US, which ran during the FIFA World Cup in July. During the tournament, the company operated in six host cities, providing rides for fans attending nearly one-third of all matches. Waymo said it completed more than 90,000 trips to stadiums and official watch parties, supported over 400 fan events and welcomed more than 200,000 first-time riders.

Suzanne Philion, Waymo’s Chief Marketing Officer, said the partnership is central to the company’s ambition to become “the world’s most trusted driver.”

“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,” Philion said. “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 of WPP Media, said the group was “pleased to help build trust and excitement for such an important company and technology.”

The assignment is a major win for WPP Media, which has been pushing to consolidate and grow its media business under a single global structure. It also underscores Waymo’s intent to move from a technology story to a consumer brand story, as it seeks to normalize autonomous mobility and expand beyond its current US strongholds.