The Effective CMO: Uber's Lucinda Barlow

Uber's Lucinda Barlow offers advice for marketers on how to build a safe culture for creative experimentation, identifying strategic blind spots, making decisions in times of extraordinary uncertainty and how to localise a global brand. Hosted by WARC's Rica Facundo.

Guests:
Lucinda Barlow, Head of International Marketing, Uber
Rica Facundo, Marketing Editor - Asia Pacific, WARC

Chapters:
00:00 – Introduction to The WARC Podcast with Uber's Lucinda Barlow
01:14 – Uber’s growth and category creation
03:43 – What is 'smart' risk taking?
07:13 – Overcoming fear, hierarchy, and failure in marketing organizations
11:51 – Proving long-term brand impact
15:36 – Explaining marketing terms to CEOs and CFOs
17:28 – Why entertaining creative beats rational promos in brand building
19:41 – Inside Uber’s “Skip the Kung Fu” Hong Kong campaign
23:35 – How Uber localizes a global brand
28:06 – Uber Eats' World Cup campaign with Gordon Ramsey
28:30 – Why AI alone can’t replace human creativity

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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