Deliveroo appoints Initiative for global media

IPG Mediabrands agency Initiative has won global media planning and buying duties for online food delivery company Deliveroo, following a competitive pitch managed by eBiquity.

Deliveroo operates in over 500 towns and cities including in Australia, Hong Kong, Singapore, Taiwan, the Netherlands, France, Belgium, Ireland, Spain, Italy, the UK, United Arab Emirates, and Kuwait. The global pitch excluded the UK.

The pitch was led out of the UK, but teams in Hong Kong, Singapore and Australia also took part, according to Initiative. The pitch kicked off in June.

“Deliveroo has transformed the way people enjoy food.” said Will Anstee, APAC president of Initiative. Initiative was selected for its differentiated positioning, he added.

Fiona Hampshire, Deliveroo APAC and Middle East marketing lead, said that with so many diverse markets, it’s important for the company to have a "strong, strategy-led partner".

Initiative’s appointment is effective in mid-October.