Uber has brought in MullenLowe London to deliver a driver recruitment campaign next year.
The Drum revealed last month that Uber was looking for an agency to position the company as an 'employment brand' in London and help rebuild its reputation in the city after a number of protests by employees.
MullenLowe London beat VCCP and The&Partnership to win the brief after a pitch process which was run by Creativebrief.
Uber’s head of strategy for the UK, Irina Kondrashova said: “Behind the simplicity of the Uber experience lies a complex business with a diverse set of challenges. We were looking for a partner that could deeply understand our audience and business, and translate that understanding into a simple, yet powerful creative message. We’ve found that partner in MullenLowe.”
It comes after Uber overturned a ruling that would have revoked its licence to operate in London as long as it was able to prove to Transport for London that it was a company in reform. It initially lost the license over a failure to report assaults to the authorities and a questionable approach to vetting its drivers.
The ride-hailing app is now operating in the city with a 15-month probationary licence, a decision that is being challenged by taxi-drivers operating in the city who argue it’s unfair competition.