Initiative Melbourne wins Deliveroo account following global pitch

Josh McDonnell
By Josh McDonnell | 20 September 2019

Initiative has been awarded the Australian media-communications portfolio for Deliveroo after taking a leading role in a successful global pitch for the food delivery service.

Initiative will lead the Australian Deliveroo media business out of its Melbourne agency. The agency will handle media planning and buying following the pitch managed by Ebiquity.

Founded in London in 2013, Deliveroo uses predictive technology that evaluates the most efficient way of distributing orders based on the location of restaurants, riders and customers.

The business has seen global revenue growth year-on-year and participating restaurants have also seen sizable increases in their businesses.

Initiative Australia CEO Melissa Fein says Deliveroo was a "very innovative, progressive and highly ambitious brand" that is "trailblazing" a new sector in the global and Australian economies.

“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 powerful brand and we’re looking forward to helping Deliveroo deepen their affinity with the Aussie market,' Initiative Melbourne managing director Sarah James says.

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.

The global pitch excluded the UK where incumbent the7stars remains in place.

“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," Fiona Hampshire, Deliveroo’s APAC & Middle East marketing lead says.,

Jeremy Brook, Deliveroo Australia head of marketing says Initiative’s data-driven, strategic approach, combined with their "culture-led proposition", gives the brand confidence in the agency's ability to drive its own ambition forwards.

The win by Initiative follows news earlier this year that IPG Mediabrands sister agency UM had been appointed to the Just Eats global account, seeing the agency take on the Menulog account locally.

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