Grubhub has named UM as its U.S. media agency of record following a competitive review that was conducted internally. The incumbents were Dentsu, which previously handled out-of-home media, and Havas, which previously handled TV. Both defended the account.
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The food delivery app was looking to consolidate its media advertising under one agency, according to Bridget Scanlan, director of marketing, omnichannel strategy for Grubhub, who joined the company seven months ago.
“Our needs have evolved recently and what we were really looking for was holistic channel management and strategy,” Scanlan said. “We're having UM lead unique integration opportunities for us that could bring in television, digital, connected TV programmatics. [UM brought] that full vision down to the granular level of being able to provide investment decisioning that's best for our goals and being able to identify what should be our right channel mix. So [we chose the agency] for everything from those big ideas and the innovation that we saw in the review to the performance details that we need for channel investment planning.”
UM was also recently named global media AOR for Amsterdam-based Just Eat Takeway.com, which acquired Grubhub in 2020, Scanlan said. While both entities ended up with the same media agency partner, they conducted separate reviews independent of each other.