WPP Media has been appointed as the media agency for Waymo, Alphabet’s autonomous driving company, across North America and the Europe, Middle East and Africa (EMEA) region.
Under the new partnership, WPP Media will oversee media strategy, planning and buying for Waymo across both regions. The appointment also comes as the autonomous mobility company prepares to expand into several of its first international markets.
The win adds Waymo to WPP Media’s growing roster of technology-focused clients and comes at a significant stage in the company’s international growth journey. Waymo is increasing its marketing efforts as it prepares to introduce its autonomous transportation services to new audiences and markets.
The partnership is also expected to support Waymo’s efforts to strengthen consumer awareness around autonomous mobility. The company is reportedly reviewing its creative agency arrangements as it prepares for its first-ever Super Bowl advertising campaign, pointing to an increased focus on building its consumer-facing brand.
Suzanne Philion, Chief Marketing Officer at Waymo, said the company is focused on making autonomous transportation a familiar part of everyday life as it expands into new markets. She added that WPP’s global capabilities would help strengthen Waymo’s connection with local communities while supporting its ambition to become the world’s most trusted autonomous driving service.
With WPP Media handling media operations across North America and EMEA, the partnership is positioned to combine global media expertise with market-level understanding as Waymo continues its expansion and works to establish autonomous transportation as a more familiar part of everyday mobility.
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