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Telling people to avoid its service during the pandemic, wear a mask and not be racist won Uber several Adweek Media Plan of the Year awards.
But can the ride-hailing and courier service maintain that message and expand service while avoiding the #deleteUber debacles of its past?
Uber CMO Thomas Ranese admits he was once among the company’s critics. But now, he’s the one explaining how Uber’s marketing will embrace the rideshare and delivery company’s new voice and identity.
This interview has been condensed and edited.
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