Uber hails OMG UK to handle global media business

Ride hailing, food delivery and freight app Uber has handed the majority of its global account to Omnicom Media Group UK, following the conclusion of four-month review which will see the group deliver all media strategy, planning and buying in North America, EMEA and LATAM.

The pitch, which included all the major holding groups and the leading independents, was handled by ID comms. The business has been handled by Mediacom since 2020, prior to its 2023 merger with sister GroupM agency Essence. OMG agencies include OMD, MG OMD, PHD, and Hearts & Science.

Founded in San Francisco in 2012, Uber now operates in 10,000 cities across nearly 70 countries around the world, offering both taxi rides, the Uber Eats service, delivering food, groceries and drink and freight transport. It now has 6 million monthly active drivers and couriers across both services, making about 24 million journeys a day.

The business said it chose OMG due to its data and technology-driven approach as well as its “ability to deliver best-in-class capabilities across all markets, with superior strategy, digital media, measurement, and creative offerings”.

Uber vice-president of marketing David Mogensen 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.”

OMG chief executive Florian Adamski added: “As Uber continues to reimagine the way the world moves for the better, OMG has a unique opportunity to partner with them in reimagining the way they engage with their riders, users and earners.

“Putting our leading strategic data capabilities at the core of everything we do will allow us to redefine ways of working and operations that are truly agile, unlocking meaningful media innovation at the speed and scale of Uber’s ambition and vision.”