Uber appointed IPG agency R/GA as global social agency of record following a review.
R/GA will be tasked with delivering data-driven, insight-led creative programs and community management across digital and social platforms for the Uber Rides and UberEats businesses globally.
“Over the past year, we have focused our efforts on keeping our cities moving and supporting those who needed it the most. Now that we’re slowly entering a new phase, we need a partner who can support us with helping cities recover,” Uber director, global media and social Travis Freeman said in a statement. “R/GA not only has a proven track record at a global scale, but their team also reflects the diversity of our riders, eaters, and earners.”
R/GA will bring together its global content studio, marketing sciences, media and social teams to create global and regional pods to develop Uber’s brand voice and shape its perception at a local level. The agency will work in partnership with MediaCom, which Uber appointed as its global media agency of record earlier this year, to develop and deploy a standardized strategic blueprint. It’ll have a consistent measurement framework and connected hub with a goal of improving effectiveness for all marketing activity across Uber’s digital and social platforms.
“This is such an exciting opportunity to bring our global network together and deliver breakthrough creative work for what has become one of the most essential brands in the world,” R/GA global CCO Tiffany Rolfe said in a statement. “Food delivery has become critical to many people’s lives and as the world opens up, Uber will help us get moving again.”
In May, former Wunderman Thompson evp, executive creative director, Danielle Trivisonno Hawley joined Uber’s internal creative team as global executive creative director.
A number of Uber advertising initiatives have attracted attention this year, with a recent stunt involving Uber helping bring back the English National Opera with a socially distant drive-in. In an August campaign from creative agency Wieden+Kennedy, Uber told users to delete the app if they tolerate racism, while an April effort with W+K saw Uber ask audiences to stay home.