R/GA has announced that it has been appointed global social agency of record for Uber.
The agency will deliver data-driven, insight-led creative programs and community management across the Uber Rides and 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 its 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 to “improve effectiveness for all marketing activity” across Uber’s digital and social platforms, the agency said in a statement.
This partnership, it adds, will enable Uber to bring its purpose-led, community-centric ethos to life. Utilising 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 said its “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. In Australia, R/GA will work alongside Special Group and MediaCom.
“Over the past year, we have focussed our efforts on keeping our cities moving and supporting those who needed it the most,” Travis Freeman, director, global media and social at Uber, said.
“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.”
Victoria Curro, managing director at R/GA Sydney, added: “R/GA Sydney is hugely excited to be partnering with Uber. Leveraging our unique talent mix locally and globally we’re looking forward to creating cutting-edge work together.”
Uber joins a roster of ‘new economy’ clients for R/GA, including Slack, Google, and Nike. R/Ga said this new partnership adds to the company’s growing legacy of designing a more human future for globally loved modern brands.
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