Uber Launches Global Media Agency Review for $600 Million Account

Uber kicked off a review of its global media account, Adweek has learned.

The company submitted an RFI to a number of agencies last month, although the agencies that responded to the initial request are still awaiting the official RFP. That’s expected to arrive later this month, followed by presentations in July and decisions by August. This is according to a copy of the RFI obtained by Adweek. 

The RFI said Uber is seeking a “best-in-class strategic partner who will act as an extension of our internal media & marketing teams.” That partner will cover media strategy, planning and buying services for the brand. 

The account is worth about $600 million, according to the RFI. It’ll divide the budget regionally, with the majority being spent in the U.S., Canada, France, Germany, the U.K., Japan, Australia and Mexico.

GroupM agency EssenceMediacom is the incumbent on the account, according to a source. The review comes after two other large GroupM accounts went up for review—General Mills and Kimberly-Clark. IDComms is managing the process, the RFI states.

Both EssenceMediacom and IDComms declined Adweek’s request for comment.

Last year, the brand hired Johannes Leonardo to run its creative business for Uber Reserve. The brand also works with Special Group and Mother across other lines of business.

An ‘industry-wide market check‘

The brand is evaluating its marketing partnerships across all of its brands and regions, with a goal to drive growth and innovation. While it’s running a global review, Uber’s giving each of its regional marketing leads the flexibility to choose which agency they want to work with. 

“Therefore, you are not guaranteed the entire Uber business,” the RFI states. This means the review will be expansive, and holding companies could present different agencies for consideration, depending on the markets. 

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.