WPP Media will oversee strategy and buying for Waymo in North America, Europe, and MENA. The assignment follows Waymo's first national ad campaign and signals a push into new international cities.
Waymo's decision to appoint WPP Media as its lead agency for media strategy and buying in North America, Europe, and the Middle East & Africa marks a significant move for publishers and marketers tracking the expansion of autonomous mobility brands. The assignment covers some of Waymo's first international cities, reflecting the company's intent to scale its public robotaxi service beyond the US.
While financial details for the entire region were not disclosed, agency research from COMvergence estimates Waymo's media spend in the US and UK at $120 million. The company did not specify which agencies WPP Media is replacing in these markets. The new partnership comes on the heels of Waymo's debut national ad campaign in the US, which launched during the World Cup in July. During the tournament, Waymo operated in six host cities, providing rides for fans attending nearly a third of all matches, completing over 90,000 trips to stadiums and official watch parties, and supporting more than 400 fan events. The company reported welcoming over 200,000 first-time riders during this period.
Waymo's Chief Marketing Officer, Suzanne Philion, stated that as the company expands globally, it aims to make autonomous riding a seamless part of daily life and deepen its connection with communities. WPP Media CEO Brian Lesser said the agency is focused on building trust and excitement for Waymo's technology as it enters new markets.
This assignment highlights the growing importance of international media strategy for mobility and technology brands. As digital out-of-home ad spending continues to rise, especially around major events, brands are increasing their investment in cross-market campaigns. For context, recent industry analysis has shown that cinema attendance and major events are fueling a rebound in digital out-of-home ad spending, with forecasts of double-digit growth in both U.S. and global markets, as reported in coverage of digital out-of-home ad trends.
