The review will cover Uber’s brand marketing business and will not include the brand’s other two marketing departments: performance marketing, and communications and public affairs. The brand marketing division oversees three lines of business, Uber Rides, UberEats and Postmates. Its b-to-b business is included, and the RFI confirms that business expansion opportunities could eventually arise for agencies that win the initial business. 

The RFI document also includes a long list of potential conflicts of interest. It requires competing agencies to reveal their working relationships with Uber competitors, and said it will evaluate these conflicts of interest on a “case-by-case basis.” 

“We understand that, as agencies have consolidated, conflict can be a fact of life in network media companies,” the RFI reads. The incumbent, EssenceMediacom, which came together when GroupM agency Essence merged with its sister agency MediaCom earlier this year, is the year’s biggest example of such consolidation.