Ride-sharing business Ola shakes up marketing and agency arrangements
The latest challenger in the ride-sharing and transportation industry, Ola, has undergone a significant shift in its marketing department, with the group on the hunt for a new marketing director for ANZ after the departure of Natasha Daly.
Ola has also appointed Clemenger Sydney to lead its creative outputs across Australia and New Zealand.
India-based Ola launched in Australia in February, with Daly appointed the marketing director for its local operations in April.
Daly joined Ola from Caltex Australia where she was head of retail marketing and customer.
Daly’s remit with Ola included expanding the service’s offering beyond Sydney, Melbourne and Perth. At the time of Daly’s appointment, Ola was claiming over 15,000 Australians had registered as driver partners with the business.
In September, Ola released its first creative work in Australia, taking aim at rival Uber which was facing increased scrutiny for how it pays and treats its drivers.
The ad also showcased the diversity of Ola’s drivers and passengers – similar to an earlier Uber campaign which highlighted its own diverse 3.1m drivers and consumers.
The ‘Ola believes fair’s fair’ campaign was created by The Royals.
Ola confirmed the shake-up to Mumbrella, but declined to comment further.
So this is another account loss for The Royals? Did I also read iSelect and NT Tourism also left?
Are they all feathers and no meat there?
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My partner had a driver take him to the airport on the weekend and the app told him it could be car type A, car type B or car type C (why the lucky dip for what type of car? Shouldn’t we already know who’s coming?). Turns out it was neither of the cars suggested but what made the experience worse was that the driver didn’t know how to get to Melbourne Airport. I’ve not actually seen the UI for Ola but with ride sharing, wouldn’t the driver KNOW where to take the passenger and not have to rely on the passenger to direct him using his own Google map directions? Didn’t the driver accept the job using the app on his phone?
I just hope the drivers Ola sign up know where they’re going in the city they’re driving in…
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