Uber has initiated a review seeking for its very-first global creative agency partner and has begun talking with media agencies.
The ridesharing company is reportedly looking for an agency to handle its brand campaigns around the world. The review comes four months after the company’s hiring of Marketing Executive, Bozoma Saint John, former Apple Music Head of Global Consmer Marketing as their Chief Brand Officer and named Dara Khosrowshahi, former CEO of Expedia as the new Chief Executive Officer, following the departure of Travis Kalanick.
An Uber representative mentioned that the company is always looking for world-class global agencies, yet didn’t elaborate on the specifics of the agency lineups.
According to AdWeek, the review won’t change Uber’s partnership with U.S. creative agency partner Deutsch, which won project-based work last summer but does not maintain a presence outside the U.S. However, the company didn’t mention any comment on the subject recently.
Uber partnered with BBH London for their first-ever TVC “Anywhere, effortlessly” that rolled out this year in July.
It is also indicated that Uber has also issued an RFI to unnamed media agencies. Therefore reportedly, Uber is also in touch with several media agencies to switch up its media agency relationships, though it wasn’t clear if the sessions regard the brand’s US or global media business.
Uber collabs with various agencies throughout the world but rarely publicizes its partnerships. According to a couple of sources, the company does not even allow its partners to promote their own campaigns. In September, Uber sued Fetch Media from Dentsu for fraud, accused for the mobile agency to take credit for unauthorised clicks and app downloads. Fetch has denied all the accusations, which came from Uber’s intention to remove its ads from the website, Breitbart.
The company faces a big competition on the marketing processes from Lyft, which signed Wieden + Kennedy New York as its creative and DigitasLBi San Francisco as its digital media agencies at the beginning of the year.