R/GA has been appointed Global Social AOR for Uber. The company will deliver data-driven, insight-led creative programs and community management across the Uber Rides & Uber Eats businesses, globally.
In Asia Pacific, R/GA APAC will partner with Uber as Social Agency of Record, working with the company to drive their business and brand through social and digital channels across Australia, Japan, and Taiwan markets led out of R/GA Sydney.
R/GA’s remit is to deliver breakthrough creativity and improve effectiveness for all marketing activity across Uber’s digital and social platforms. This partnership aims to enable Uber to bring its purpose-led, community-centric ethos to life. Utilizing social platforms, the brand will activate against its objective to be at the heartbeat of every community in every city in which it operates.
R/GA’s unique operating model will blend talents from its social, content studio, media, and marketing sciences teams to develop the brand’s voice in social spaces and shape its perception at local levels.
“Over the past year, we have focussed our efforts on keeping our cities moving and supporting those who needed it the most,” said Travis Freeman, Director, Global Media, and Social at Uber.
“Now that we’re slowly entering a new phase, we need a partner who can support us with helping cities recover. R/GA not only has a proven track record at a global scale, but their team also reflects the diversity of our riders, eaters, and earners.”
Uber joins a roster of New Economy clients for R/GA, including Slack, Google, and Nike. The partnership adds to the company’s growing legacy of designing a more human future for globally loved, modern brands.
“This is a great opportunity for us to partner with one of the world’s most essential mobility and food delivery businesses to deliver cutting-edge work across our global network,” said EVP and Managing Director, Tuomas Peltoniemi.
“Uber Rides and Uber Eats have always played a critical role in many people’s lives, and their importance has only been elevated through lockdowns and the world coming to a standstill the past year. As the world starts to open up, Uber will help us get moving again.”
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