UM nets extra portion of Just Eat global media business

just eatIPG agency network UM has grabbed another slice of Just Eat Takeaway.com’s global media planning and buying business, following a competitive pitch which expands its brief from 12 to 21 countries across the world.

The consolidation, which saw UM beat off previous incumbent Dentsu International, sees the agency win nine additional markets, including Germany and well established territories like the Netherlands.

UM first picked up the global media partner in 2019 and already has the planning and buying business in the UK, Australia and Canada as well as a number of European markets.

UM president EMEA Chris Skinner said: “We are thrilled to continue and expand our relationship with Just Eat Takeaway.com, we have loved working with such an amazing brand in such a high growth and dynamic sector. Home food delivery exploded during the pandemic and demand has continued to grow as many countries start to emerge from their lockdowns.

“Our approach was based around adapting to Just Eat Takeaway.com’s needs with real agility and driving continual media performance, and now we have the opportunity to broaden our work still further.”

Just Eat Takeaway.com vice-president of brand Susan O’Brien said: “Following careful consideration and a high standard of work from all pitching agencies, we’re delighted to appoint UM as our global media agency partner.

“UM has significant experience working with multinational businesses at a global level and will play an important role in helping us to deploy media strategies across our wider business. The team delivered a fantastic pitch and we’re very much looking forward to working together to deliver campaigns across our markets.”

Founded in Denmark and now headquartered in the UK, Just Eat has been one of the pioneers of the data-driven approach since it launched in 2001, embracing machine learning and AI virtually from the off.

It scales its data analytics capabilities and personalises its offerings using Google Cloud and now ingests 250 million events per day in real-time and has increased the overall amount of data it can make available to its teams from 39 terabytes to 930 terabytes.

Since the migration to Google, it claims that 99% of queries are completed within 100 seconds, compared with 875 seconds before. Data latency has been reduced from 24 hours down to a second.

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