The account was previously handled by Havas and Dentsu<\/p>\n
Grubhub has named UM as its U.S. media agency of record following a competitive review that was conducted internally. The incumbents were Havas, which previously handled out-of-home media, and Dentsu, which previously handled TV. Both defended the account. <\/p>\n
The food delivery app was looking to consolidate its media advertising under one agency, according to Bridget Scanlan, director of marketing, omnichannel strategy for Grubhub, who joined the company seven months ago.<\/p>\n
Evolving needs
\n\u201cOur needs have evolved recently and what we were really looking for was holistic channel management and strategy,\u201d Scanlan said. \u201cWe’re having UM lead unique integration opportunities for us that could bring in television, digital, connected TV programmatics. [UM brought] that full vision down to the granular level of being able to provide investment decisioning that’s best for our goals and being able to identify what should be our right channel mix. So [we chose the agency] for everything from those big ideas and the innovation that we saw in the review to the performance details that we need for channel investment planning.\u201d<\/p>\n