Let's talk ↗Brand, social and digital leadership across Australia, Japan, Taiwan, India and Hong Kong, grounded in a simple belief: local relevance is not a finishing touch. It is the strategy.
Uber and Uber Eats needed recognisable global brands that still felt native to very different cultures, customer behaviours and market moments. The job was to create shared standards without ironing out what made the work locally meaningful.
The work spanned integrated brand, social and digital—from Taiwan’s love of bubble tea to Japan campaigns involving music, cultural characters and food travelling towards space. Local teams and partners had room to create, while the strategic platform and operating rhythm kept the work connected.
The strongest ideas did not feel exported. They found a sharp local truth, gave it enough craft and ambition, and created something other markets could learn from without copying literally.