Uber has selected Omnicom Media Group (OMG) to handle the vast majority of its global media buying.

Selected following a review that began in May, OMG will handle the account in North America, Europe and Latin America. The assignment covers both the company’s ridesharing and meal delivery services.

Incumbent agency EssenceMediacom retained Uber’s media work in Asia Pacific. MediaCom first won the account in 2020, prior to its merger with Essence.

Uber spends roughly $600 million USD on media globally, according to COMvergence. It is unclear, however, how much of that spending is devoted to programmatic, which the company has traditionally handled in-house.

In the summer, Uber announced a partnership with OMG to integrate data from the holding company’s Omni platform with its own insights in order to strengthen performance for Omnicom clients on Uber’s growing mobility and retail media offering.

In Q2, Uber topped 137 million monthly active users across ridesharing and meal delivery. In June, it also announced the expansion of its Uber Carshare service to North America, beginning with test launches in Toronto and Boston over the summer.