DoorDash has named WPP Media as its first global media agency partner following a competitive review, according to a press release. WPP has worked with the delivery company since its startup days, but the relationship is expanding beyond existing territories like the U.S. and Canada to more than 40 additional international markets beginning next year. The agency’s remit will include the full DoorDash portfolio, including the namesake platform, U.K.-focused Deliveroo and Wolt, which operates in dozens of European and Asian countries.
DoorDash selected WPP Media due to the network’s capabilities in differentiated data, technology and measurement, as well as its understanding of global market dynamics and the strength of prior output over an eight-year relationship. WPP helped DoorDash run its first national ad campaign in the U.S. in the lead up to an initial public offering in late 2020. DoorDash snapped up Wolt in 2021 and completed its nearly $4 billion acquisition of Deliveroo last year.
The account will rely on DoorDash’s proprietary data and insights to support WPP Open, the ad-holding group’s artificial intelligence-powered operating system. DoorDash runs its own ad business that is also informed by customer transaction data.
WPP has been making efforts to build on existing client relationships, leveraging its global footprint and newly streamlined marketing services structure as a competitive advantage. The Estée Lauder Companies in April also appointed WPP Media as its first global media partner. The same month, Wendy’s handed its U.S. media duties to WPP, which already handled the fast-food chain’s creative.
Retaining business and getting a more unified view into clients have been mandates this year for WPP, which is trying to return to growth and position itself as a leader in AI. The company’s like-for-like revenue less pass-through costs declined 2.8% in Q2 compared to a 6.7% drop in Q1, a signal some of its turnaround efforts could be paying off. That said, WPP has also been experiencing some contraction under its Elevate28 strategy. It plans to cut up to 1,000 jobs by the year’s end, the Financial Times reported earlier this month.
