Uber and Uber Eats APAC senior director of marketing Andy Morley dedicated the brand's Marketing Team of the Year win its long-term agency partnerships.
Uber runs a relatively small in-house marketing team, so Morley noted this win would not be possible without all of its partners.
In particular Special Group, winner of AdNews' Agency of the Year 2024, started working with Uber eight years ago and now works with the brand in over 10 markets around the world.
Special Group CEO Lindsey Evans likens the brand's relationship with the agency to one of the world's most iconic marketer-agency partnerships Nike and Wieden+Kennedy.
Morley, on stage at AdNews Agency of the Year, noted that the new buzz-research on compound creativity teaches a valuable lesson for the industry.
"What I loved about the research was it doesn't just call out the benefits of staying consistent for a long time with your brand color or how you bring your DBAs to life," Morley said.
"It actually scientifically talks about the benefits of staying with the same partners, and the compounding impact that you can be working with the same beautiful people over time.
"And I honestly think that that is a secret to our success over the last few years, so a massive thank you to the people of the Special Group, EssenceMediacom and Hello who we've been with for about five or six years as well.
"Also a thank you to our research partners who get kind of forgotten because they're not as-sexy at these events."
Uber marketing team.
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