Case Study

Uber

Challenge

Uber faced regulatory barriers and opposition from numerous municipal and state agencies. These included Taxi Commissions, Departments of Transportation, Departments of Insurance, and Public Utility Commissions. Resistance also came from mayors, governors, state legislators, and city council members who have long-standing relationships with the taxi industry.

Approach

In 2011, Tusk began helping Uber assess the situation in key markets, build the right team on the ground, manage the regulatory process and eventually put a long-term leadership team in place.

In July 2015, NYC attempted to severely restrict Uber’s ability to grow by capping the number of vehicles allowed on the streets. This presented a threat to Uber’s largest market, and Tusk was brought in to directly lead efforts to defeat the legislation in a multi- faceted campaign. Tusk directed earned media efforts, launched a multi-million dollar advertising blitz, rallied users via targeted advertising (even within the Uber app itself), engaged natural allies from the technology word, leveraged the fractious relationship between the Mayor and other city and state elected officials, and secured additional pressure from officials normally allied with City Hall.

Results

With the help of Tusk’s team of government, political and regulator experts, Uber went from operating only in San Francisco to launching multi-pronged campaigns to key markets around the country including New York City, Chicago, Philadelphia, D.C., Miami, Las Vegas, Denver, Houston and Los Angeles.

670

Markets Uber has
now grown to

Bradley’s advice has been invaluable as we remake an industry protected by entrenched interests, we wouldn’t have been so successful without his work.

Travis Kalanick

Founder and former CEO of Uber