Q&A: Bozoma Saint John on Why Uber Is the 'Official Ride of Pop Culture'
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Five months into her tenure as Uber’s first chief brand officer, Bozoma Saint John made her first big marketing move last week with the debut of an NBA-themed national ad campaign, “Rolling With the Champion.” The spot stars ESPN’s “SportsCenter” co-anchor Cari Champion, newly trained as an Uber driver, transporting NBA pros like the L.A. Lakers’ Lonzo Ball and Kyle Kuzma.
As Uber digs out of its many controversies over the past yeara series of scandals around sexual harassment and illegal practices that led to the exit of founder Travis Kalanickthe campaign offers a glimpse of where Saint John plans to take the company’s brand story: straight into the heart of pop culture.
Ad Age spoke with Saint John about her plans and where marketing fits into the scheme of fixing Uber’s corporate woes. Our conversation has been edited.
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