Deliveroo appoints Initiative Melbourne as media agency partner following a major pitch process
Initiative has been awarded the Australian media-communications portfolio for Deliveroo after taking a leading role in a successful global pitch for the innovative food delivery service.
Deliveroo has transformed the way people enjoy food. Founded in London in 2013, Deliveroo uses bespoke predictive technology that evaluates the most efficient way of distributing orders based on the location of restaurants, riders and customers. The business has seen spectacular global revenue growth year-on-year and participating restaurants have also seen sizable increases in their businesses.
Initiative will lead the Australian Deliveroo media business out of its Melbourne agency.
Says Fiona Hampshire, Deliveroo’s APAC & Middle East marketing lead: “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.”
Says Jeremy Brook, head of marketing Australia, Deliveroo: “Initiative’s data-driven, strategic approach, combined with their unique culture-led proposition, gives us confidence in their ability to drive our ambition forwards.”
Says Melissa Fein, CEO, Initiative Australia: “Deliveroo is a very innovative, progressive and highly ambitious brand that is trailblazing a new sector in the global and Australian economies. This is a great win and will complement the strategy and creative-media capabilities of our Melbourne and national teams.”
Says Sarah James, managing director, Initiative Melbourne: “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 power brand and we’re looking forward to helping Deliveroo deepen their affinity with the Aussie market.”
Deliveroo currently service 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.