SINGAPORE – Initiative, the culturally-driven media agency within IPG Mediabrands, have been awarded the global media planning and buying business for the online food delivery giant Deliveroo, following a competitive pitch.
Deliveroo currently service more than 500 towns and cities in Australia, Hong Kong, Singapore, Taiwan, the Netherlands, France, Belgium, Ireland, Spain, Italy, United Arab Emirates, and Kuwait. The global pitch excluded the UK.
Founded in London in 2013, Deliveroo uses bespoke predictive technology that evaluates the most efficient way of distributing orders based on the location of restaurants, riders and customers.
“Deliveroo has transformed the way people enjoy food.” said Will Anstee, President Initiative APAC. Anstee continues “It was particularly gratifying to cement a partnership with a brave and innovative brand that recognizes culture as a key tenet to their success. Initiative were selected for their differentiated positioning and we look forward to partnering on the future trajectory of Deliveroo across the Asia-Pacific region and beyond.”
Fiona Hampshire, Deliveroo APAC & ME Marketing Lead said, “With so many diverse markets in the region, it’s important that we have a strong, strategy-led partner to help us accelerate growth. In Initiative, I think we have found just that.”
Initiative is a full-service global media agency built to grow brands through culture. The agency’s approach to rapidly interpreting and acting on cultural data signals – Cultural Velocity TM – creates relevant, long-lasting consumer connections that drive business results.
Part of IPG Mediabrands, the global media arm of Interpublic Group of Cos. (NYSE: IPG), Initiative employs 3,200 of the smartest and most diverse talent in the industry in over 80 countries and represents almost $16 billion in annual billings for blue-chip clients, including LEGO, Carlsberg, Dr Pepper Snapple Group, Merck and Unilever. For more information, visit www.initiative.com.
ABOUT IPG MEDIABRANDS
IPG Mediabrands was founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today, we manage over $39 billion in marketing investment on behalf of our clients, employing over 10,500 marketing communication specialists in more than 130 countries. IPG Mediabrands is a new world agency group designed with dynamic marketing at its core. Our speed, agility and data intelligence ensure we continue to create growth for many of the world’s biggest brands. apac.ipgmediabrands.
ABOUT DELIVEROO
Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 80,000 best-loved restaurants and takeaways, as well as 60,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with 2,500 employees in offices around the globe. Deliveroo operates in over 500 towns and cities across 13 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, Netherlands, Singapore, Spain, Taiwan, United Arab Emirates, Kuwait and the United Kingdom.
