LAHORE: Following a global media review, Uber has selected Mediacom as its new global media agency to handle $190 million in branding and performance campaigns. As a result, Uber will turn to Mediacom in Pakistan as well to handle its $2.5 million offline media business targeting the demand side and the supply side of its business, capturing passengers and drivers respectively.
“As one of the leaders of the new age of advertisers and one of the most cutting-edge brands around, we are proud to be part of Uber’s amazing global journey,” said Nick Lawson, global CEO of MediaCom. “To be appointed as their consolidated global agency of record is testament to the incredible work we see day-in-day-out across the business.”
At the Festival of Media Global Awards 2020 last week, Mediacom was named Agency Network of the Year, which is the third time in four years that MediaCom has taken the top prize at the event. The award was based on the systems thinking media agency’s work with various brands under P&G and KLM.
The news marks the end of a three-year relationship between Uber and the Omnicom Media Group, which handled its media buying globally since January 2017. According to an announcement by Uber, the media account will be handed over to Mediacom in January 2021. Raza Syed, the general manager of Mediacom in Pakistan, declined a request for comment.
Working with the Omnicom Media Group franchise in Pakistan, Uber’s media account was being overseen by Rafay Farooqi, Zeb Qamar, and Iftikhar Nabi since January 2017, with the trio working with the support of the research, buying, and operations teams.
