Uber switches media agency in Pakistan

Following a pitch, Uber is tipped to have hired OMD to take on media and digital duties, in Pakistan. Starcom is understood to be the incumbent.

The scope of work covers offline media, including planning and buying, as well as above the line (ATL) creative and strategy for digital and social, according to sources.

As with most technology-based transportation companies, Uber expects its agencies to help it drive downloads from prospective drivers and passengers while monitoring social media sentiment, customer issues, and responding to inquiries.

Zeb Qamar, the head of planning and strategy at Omnicom Media Group, will lead the account.

Since launching in 2016, Uber has faced tough competition from Careem, a transportation network with roots in the Middle East. Controversies of Uber in Pakistan mirror that of its global counterparts, with poorly vetted drivers, weak incentives for accepting rides, and mismanaged PR responses to customer complaints.

OMD has not responded to requests for comment.