Uber named the IPG agency R / GA the globally recognized social agency after a review.
R / GA will be tasked with delivering data-driven, insight-based creative programs and community management on digital and social platforms for Uber Rides and UberEats companies worldwide.
“Over the past year, we’ve focused on keeping our cities moving and supporting those who need it most. Now that we are slowly entering a new phase, we need a partner to help us recover cities, ”said Uber director, global media and social Travis Freeman in a statement. “Not only does R / GA have a proven track record on a global scale, but their team also reflects the diversity of our drivers, eaters and earners.”
R / GA will bring its global content studio, marketing studies, media and social teams together to create global and regional pods to develop Uber’s branding voice and local perception. The agency will develop and implement a standardized strategic blueprint in collaboration with MediaCom, which Uber named a globally recognized media agency earlier this year. It will have a consistent metrology framework and connected hub with the aim of improving the effectiveness of all marketing activities on Uber’s digital and social platforms.
“This is an exciting opportunity to bring our global network together and do groundbreaking creative work for one of the most important brands in the world,” said Tiffany Rolfe, CCO of R / GA Global, in a statement. “Food delivery has become vital to the lives of many people. When the world opens up, Uber will help us get moving again.”
In May, Danielle Trivisonno Hawley, former Wunderman Thompson evp creative director, joined Uber’s in-house creative team as global executive creative director.
A number of Uber promotions have attracted attention this year. A recent stunt with Uber helped bring back the UK National Opera with a socially distant drive-in. In an August campaign by the creative agency Wieden + Kennedy, Uber urged users to delete the app if they tolerated racism, while in April Uber with the audience of W + K asked the audience to stay home.