EssenceMediacom has retained Uber’s Asia-Pacific media account following a competitive regional pitch. The agency has continued its partnership with Uber across seven APAC markets, including Australia and New Zealand, Hong Kong, India, Japan, South Korea and Taiwan.
The partnership has begun in 2017, with EssenceMediacom having supported Uber’s launch and expansion across the Asia-Pacific region. As part of the renewed mandate, the agency has continued to oversee the account from Australia, with Maddison Keogh, Client Managing Partner, leading teams across the seven markets.
The regional operating model has combined local market expertise with a unified APAC strategy to deliver market-specific execution while maintaining consistency and governance through an integrated regional hub.
EssenceMediacom has stated that it has continued to integrate strategic planning with WPP Open’s AI and data capabilities to support media planning and execution across the region.
The renewal has followed a series of industry recognitions for Uber’s Backseat Arcade campaign, which has received awards and shortlisted entries at the Festival of Media APAC, Festival of Media Global, Cairns Crocodiles and the MFAs in 2026.
Pippa Berlocher, EssenceMediacom, said, “We’re incredibly proud to continue our partnership with Uber across APAC. Working together across such diverse and fast-moving markets has shaped a strong, trusted partnership. By bringing together data, technology, creativity and human ingenuity, and by consistently showing up for each other as a connected team, we’re unlocking new opportunities to ignite what’s next for Uber.”
Lee Walsh, Global Head of Media at Uber, said, “Following a thorough RFP process, we’re delighted to continue our partnership with EssenceMediacom. Their team demonstrated they are the best fit to support our ambitions across APAC. Their deep local market expertise, strong strategic thinking, and clear understanding of our business stood out throughout the process. We were particularly impressed by their vision for how data, technology and AI can help accelerate our next phase of growth.”
