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.


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