Initiative wins global media business for Deliveroo

Food delivery company Deliveroo has appointed Initiative as its global media planning and buying agency, excluding the UK. The account was previously handled by Mindshare. In the region, Deliveroo operates in Hong Kong, Singapore and Taiwan. The company was launched London in 2013. 


Initiative Asia-Pacific president Will Anstee said: “Deliveroo has transformed the way people enjoy food. It was particularly gratifying to cement a partnership with a brave and innovative brand that recognises culture as a key tenet to their success. 

“Initiative were selected for their differentiated positioning and we look forward to partnering on the future trajectory of Deliveroo across the Asia-Pacific region and beyond.” 

Deliveroo Asia-Pacific and Middle East marketing lead Fiona Hampshire added: “With so many diverse markets in the region, it’s important that we have a strong, strategy-led partner to help us accelerate growth. In Initiative, I think we have found just that.” 

Initiative will start working on the account from mid-October this year.


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