Uber has awarded the bulk of its media business to Omnicom Media Group following a review that began in June. Omnicom will handle the company’s media business in North America, Europe, the Middle East, Africa and Latin America. The account encompasses both Uber’s rideshare and delivery businesses.

The business had previously been handled by GroupM’s Mediacom since 2020, prior to its merger with Essence last year. EssenceMediacom will retain Uber’s Asia Pacific business. The agency could not immediately be reached for comment.

The review was led by ID Comms.

“Uber moves at a fast pace, and throughout the pitch, we were impressed with Omnicom Media Group’s speed and agility, which along with the quality of their talent, technology as embodied in their Omni marketing orchestration system—strategic thinking and commitment to being a true partner to our business set them apart,” said Uber’s VP, Marketing David Mogensen in a statement.

The rideshare and delivery company is a sizable account. In 2022, Uber spent $1.7 billion on global advertising, according to its latest annual filing. Last year, Uber began working with Johannes Leonardo for its creative and launched a campaign focused on the different rideshare options available in the Uber app.

This is a significant win for Omnicom, which recently was awarded the media business for Beiersdorf in North America. Omnicom also brought in business from Vans and Under Armour earlier this year.

“As Uber continues to reimagine the way the world moves for the better, OMG has a unique opportunity to partner with them in reimagining the way they engage with their riders, users and earners,” said Florian Adamski, CEO of OMG, in a statement. “Putting our leading strategic data capabilities at the core of everything we do will allow us to redefine ways of working and operations that are truly agile, unlocking meaningful media innovation at the speed and scale of Uber’s ambition and vision.”