Lyft awarded Mediahub its US media account, estimated to be around $50 million a year, Campaign US has learned.
Mediahub won the account following a competitive pitch review process — handled internally by Lyft — that took more than three months.
Lyft previously worked with VaynerMedia, which managed its media account on a project basis.
Mediahub will handle the transportation company’s U.S. media planning, buying, analytics, and measurement tasks. The media agency will also work closely with IPG’s data arm, Acxiom, to identify consumer targets for Lyft.
The account will be run by Mediahub’s office in Los Angeles, with support from across the US network.
Lyft’s director of brand media, Becca Grossman, said Mediahub has “a proven track record” in helping tech brands grow and scale. The agency has worked for several tech companies, including Netflix, Twitch, and Slack.
Jackie Stasi, Mediahub’s Chief Customer Officer for the West, said, “Lyft is one of Silicon Valley’s premier disruptors and a leader in innovative transportation solutions for everyone. They have an appetite for challenging media conventions and driving performance in branded media. We look forward to partnering with Lyft for the next phase of this brand journey. »
