Initiative has been awarded the Australian media-communications portfolio for Deliveroo after taking part in a global pitch for the food delivery service.
Initiative will lead the Australian Deliveroo media business out of its Melbourne agency.
Deliveroo currently services more than 500 towns and cities in Australia, Singapore, Hong Kong, Taiwan, the Netherlands, France, Belgium, Ireland, Spain, Italy, United Arab Emirates and Kuwait.
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.
The business has seen spectacular global revenue growth year-on-year and participating restaurants have also seen sizable increases in their businesses.
Fiona Hampshire, Deliveroo’s APAC & Middle East 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.”
Jeremy Brook, Deliveroo head of marketing Australia commented: “Initiative’s data-driven, strategic approach, combined with their unique culture-led proposition, gives us confidence in their ability to drive our ambition forwards.”
Initiative Australia CEO Melissa Fein said: “Deliveroo is a very innovative, progressive and highly ambitious brand that is trailblazing a new sector in the global and Australian economies. This is a great win and will complement the strategy and creative-media capabilities of our Melbourne and national teams.”
Sarah James, managing director of Initiative Melbourne said: “Our focus will be to help accelerate customer engagement with Deliveroo in a new and rapidly expanding element of Australian culture.
“It’s already a power brand and we’re looking forward to helping Deliveroo deepen their affinity with the Aussie market.”
The global pitch excluded the UK.