Uber and Nespresso have higher risk appetite for work that earns attention

“Earning somebody’s attention first will make advertising work harder. You’re going to gain broader awareness than what you can pay for.”

Little Black Book’s Brittney Rigby sat down with Poem founder and CEO Rob Lowe, Uber head of marketing Nicole Bardsley and Nespresso Oceania head of marketing Michelle Katz on why both brands are leaning into earned-first work, from the Uber Green campaign that reunited the cast of The Castle to Nespresso’s sunrise Happy Hour DJ sets, both developed with Poem.