OMG drives home $600M Uber media business
By Abimbola Mohammed
Uber, a global riding-hailing company, has appointed most of its global media agency accounts to Omnicom Media Group after a four-month review, the company said.
OMG triumphed in a four-way pitch handled by ID comms. Previous incumbent WPP’s EssenceMediacom keeps the business in Asia Pacific.
In part, Uber selected OMG for its ability to deliver “best-in-class” services across markets. Other decision drivers were said to include superior strategy, digital media prowess, measurement capabilities, and commitments to transparency and accountability.
David Mogensen, VP Marketing, Uber, said: “Uber moves at a fast pace, and throughout the pitch we were impressed with Omnicom Media Group’s speed and agility, which along with the quality of their talent, technology as embodied in their Omni marketing orchestration system strategic thinking, and commitment to being a true partner to our business set them apart.”
For OMG, the win is the latest victory over a three-month-long $1.5 billion (estimated annualized billings) new business hot streak that includes media AOR awards for Beiersdorf and Under Armour (OMD), food giant Groupo Bimbo (PHD) and UK national lottery operator Allwyn (Hearts & Science). OMG was also named preferred media partner for global banking firm HSBC.
The rideshare (Uber) giant spends an estimated $600 million annually on measured media and advertising expenditures totaled $1.7 billion last year, according to the firm’s latest annual report.
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