Just Eat calls for media review to streamline its global marketing

Keiligh Baker's picture
by Keiligh Baker

Online takeaway ordering service Just Eat has called a media review across its global operations, including its flagship UK market.

It is believed that the company wants to streamline its marketing operations. Just Eat spends an estimated £140m a year on marketing and this figure is rising.

It has been using different agencies on a country-by-country basis as it expands into new markets. The media review comes just weeks after Just Eat appointed McCann as its global creative agency in December.

Peter Plumb, chief executive of Just Eat since autumn 2017, has said he plans to invest more in "brands, data and user experience" as he builds "a world-class, digital global team".

Plumb appointed Peter Duffy, the former top marketer at easyJet, in a newly created role as chief customer officer last year when Barnaby Dawe departed as chief marketing officer. Duffy was given a broad remit that included marketing, digital, CRM, data, machine learning and group operations.

The Just Eat logo

Just Eat has used M/SIX as its media agency in the UK since 2015 – a period in which the company has invested heavily in its brand, including sponsorship of The X Factor on ITV for the past two years.

The group increased marketing spend by 29% to £70m in the first six months of 2018, telling investors: "Building brands is a long-term commitment."

Just Eat has said it expects investment in marketing and technology to increase.

"The main drivers for future order growth are the continued investment in marketing, which helps drive brand awareness and drive customer traffic to the group’s platforms, and the investment in technology, which ensures the platforms are stable, secure, efficient and scalable," Just Eat said in its annual report.

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