Speaking to Uber’s relationship with agencies EssenceMediacom and Special, Andy Morley , director of marketing at Uber & Uber Eats, APAC, told Mediaweek “they’re a true extension of our team.” “Undoubtedly, the reason we began with, and stay with, both agencies is the brilliant people within them,” he added. The relationship between EssenceMediacom (then Essence), Special Group, and Uber began in 2017 with the star-studded ‘Tonight, I’ll be eating.
..’ campaign, which featured Boy George , Poh Ling Yeow , Beau Ryan , and Sophie Monk .
Both the media and creative agencies won the respective work accounts independently when the business was new and growing in Australia. Rob Frost , national head of strategy at EssenceMediacom , told Mediaweek it has been interesting to see how each party has grown in the partnership. “It means that a lot of us have been able to get to know each other well over the years, consistently find new ways of working together and continue to push for great, breakthrough work.
” Celia Garforth , head of strategy at Special Group , told Mediaweek the agency’s relationship with Uber is “familial in a way that’s rare in this industry. “With that comes all the wonderful messiness, closeness, push and pull of a familial relationship,” she said. “It’s hands-on, everyone leaning in and working at pace together, rolling with the many punches as they come!” For Garforth, the early days of the partnership consisted of smaller te.