Omnicom Media Group UK (OMG) has been awarded the majority of Uber’s global media account, thanks to its “superior strategy, digital media, measurement and creativity offerings”.

The move will see the UK-based creative agency delivering all media strategy, planning and buying for the company across North America, EMEA and LATAM.

A four-month pitching process, which launched in June 2023, included all major holding groups and leading independents. OMG was ultimately chosen for its ability to deliver “best-in-class capabilities across all markets”.

Uber VP 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.

“This, 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.”

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During the pitching process, OMG also demonstrated its “industry-leading working model”, as well as its ability to “take ownership and push the envelope in the name of bold approaches”.

CEO 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.”

Uber’s media business had previously been awarded to Mediacom in 2020, prior to its 2023 merger with sister Group M agency Essence.