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Uber VP of Marketing, David Mogensen on Connecting Marketing Strategy to Great Creative

Modern Marketers

CHAPTER

Balancing Short-term Gains with Long-term Brand Building

This chapter explores how Uber's marketing team navigates between immediate business impact and building a lasting brand identity. It discusses the Super Bowl campaign, the use of influencers like Jennifer Aniston, and strategic planning phases for effective marketing. The chapter also touches on global perceptions of Uber, managing multiple product lines, and the company's efforts in community support and diversity inclusion.

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