Uber has renewed and expanded its media agency partnership with Omnicom Media. The agency will now oversee media duties in North America, EMEA, LATAM, and Brazil. WPP Media retains APAC responsibilities.
Media and publishing professionals tracking agency assignments will note a significant update: Omnicom Media has secured a renewed and expanded agreement as Uber’s primary media agency of record. The partnership, which began in 2023, now covers North America, Europe, Middle East & Africa, Latin America, and, following a recent review, adds Brazil to Omnicom’s remit.
Uber’s media spend last year reached an estimated $880 million, according to COMvergence. Regional breakdowns show $490 million allocated in North America, $210 million in EMEA, $140 million in APAC, and $40 million in LATAM. The latest review also confirmed that WPP Media will continue to manage Uber’s media duties in the APAC region after a competitive pitch.
Earlier this year, Uber expanded Omnicom’s responsibilities to include sports marketing, further consolidating its agency relationships. Omnicom first became Uber’s primary media agency after a 2023 review, replacing WPP in that role. Both Omnicom and WPP have confirmed their current assignments. Uber did not provide comment on the latest developments.
For those interested in how media organizations are adapting to new operational boundaries, especially in Latin America, see this report on how newsrooms in the region are formalizing AI policies and oversight.
Uber Technologies Inc. was founded in 2009 and has since grown into one of the world’s largest mobility platforms. As of 2025, Uber operates in over 70 countries and reported annual revenues exceeding $35 billion, with a global workforce of more than 30,000 employees.
