Just Eat gives global media account to UM

Two IPG-owned agencies now run the Just Eats media and creative accounts

Food delivery service Just Eat has given its global media planning and buying account to UM.

Just Eat is moving to cut back on its number of agency partners as it looks to consolidate and streamline its media planning practice. The brand previously used M/SIX in the UK, its home market.

UM will now run the Just Eat's media planning in 10 markets: the UK, Ireland, Denmark, Norway, France, Spain, Italy, Switzerland, Australia and New Zealand.

UM will manage buying of all forms of TV, radio, cinema, press, outdoor, online display and paid social. The agency will also assist in sponsorships and events.

"UM understood where we are now and where we want the business to go," said Ian Cairns, global performance marketing director at Just Eat. "It offered the right combination of strategic insight, analytical rigour and creative nous to ensure that our media spend goes in the right places."

IPG-owned UM reportedly beat out Omnicom’s PHD in the competitive review. Late last year, Just Eat awarded its global creative account to fellow IPG agency McCann.

A Just Eat spokesperson said the company's existing relationship with IPG did not factor into giving UM its media account.

Chris Skinner, EMEA president at UM, credited the win to "great chemistry with Just Eat from the get-go."

"This was a closely-fought pitch, where we had to demonstrate our blend of global and local expertise across a number of key European and global markets, as well as how we combine creative artistry with data science," said Skinner.

"Online food delivery is already a thriving market and it also presents a very real opportunity for future expansion."

Just Eat has also brought pay-per-click search in-house.

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