Uber
Earlier company: GroupM’s MediaCom (now EssenceMediacom)
New company: Omnicom Media Group
Measurement of account: In Could, Adweek obtained a replica of Uber’s request for data doc, which listed the account measurement at $600 million.
Why it’s important: Uber consolidated most of its international enterprise with OMG, which now oversees media in North America, Europe, the Center East, Africa and Latin America for the ride-share firm. The result’s curious, given how Uber approached the evaluate. It allowed every of its regional advertising results in choose the company they most well-liked.
“Subsequently, you aren’t assured your entire Uber enterprise,” the RFI learn. Which means that the evaluate might be expansive, and holding firms might current completely different businesses for consideration, relying on the markets.
Geico
Earlier company: Horizon Media
New company: IPG Mediabrands
Measurement of account: Geico spent $1.38 billion final yr on measured media, in keeping with COMvergence. Of that, $827 million went to offline spend, together with TV, and $553 million went to digital investments.
Why it’s important: Till this yr, Geico maintained a 29-year relationship with the most important impartial media company within the U.S. market, Horizon Media. It’s unclear what prompted Geico to provoke a evaluate, nevertheless it did lately add a brand new CMO and execute a spherical of layoffs in its advertising division.
With this alteration, Geico consolidated most of its advertising spend with IPG, because it was already partnered with IPG inventive store The Martin Company. The Geico pitch was certainly one of few led by IPG Mediabrands—the subsidiary group that features media businesses Initiative, UM and Mediahub.
