The reasons for striking a partnership with another brand are wide and diverse. From extending audience reach and brand attributes to product and services expansion, cultural and social alignment, improving commercial dividends and solving a customer pain point, the list feels seemingly endless and full of opportunity. But just what kind of external partnership are worth pursuing? And how do you shore up the best chances of success when you do partner with an external player?

A willingness to move away from doing business the way you’re used to, along with passionate commitment across leadership, are vital for brands looking to striking successful external partnerships, Uber’s head of marketing says.

Uber Australia has partnered with Dettol to provide hygiene kits made up of its products to help ensure drivers who use the Uber app can equip their vehicles with hand sanitisers and disinfectants at no cost.

​Some may be surprised Uber has any challenges, given its explosion around the world, but the rideshare company took to the virtual stage at Domopalooza to discuss its data challenges and how it set about solving them.

Amazon has launched its own delivery service to speed up deliveries, called Amazon Flex.

Marketing chiefs from digital-first companies, FMCG, media, retail and ecommerce have dominated the fifth annual CMO50 list for 2019.

Being intimately aware of your competitive strength is more important than ever for today’s CMO, Steve Brennen believes.

Uber's director of marketing APAC and #8 on the CMO50 2018 list, Steve Brennen, is departing after nearly three years with the business. Lucinda Barlow has been added to the Uber marketing team as senior director of marketing APAC.

SXSW 2019 has confirmed the extent to which technology will impact every aspect of our lives in deep and profound ways. I’m 15 sessions in, spanning a range of topics from flying vehicles, smart cities, neuro-science, nano-technology, to how the CIA uses creativity to solve complex counter-terrorism challenges.

“Relationships really matter. If you want to be successful in your business as a CMO, you have to have relationships outside of your team.”

Stronger commercial accountability, data and technology savviness, and the ability to better influence the company culture are significant changes CMOs have experienced in their roles over the last five years. And they’re striving to be braver and take more risks as a result.

Ruthless prioritisation, collaboration and embedding process are top of the list for Weploy's first sales and marketing chief, who takes up the reins this month.

​Innovation happens in the space within the mess, according to IAG’s director of human-centred design.

When you are battling a competitor valued at US$62.5 billion, any edge you gain may prove crucial in securing your position. Such is the situation for Sydney-based taxi booking service, Ingogo, which is tapping design thinking in order to compete in the broader point-to-point transportation market against US-based behemoth, Uber.

With customers being more time poor than ever before, the pressure is on service providers to provide quick, seamless solutions integrated with the latest in tech development.

The Victorian Taxi Association (VTA) has pounced on Uber’s ‘UberKittens’ promotion earlier this week with its own donation – this time, to Wildlife Victoria.

Uber is joining forces with Carnegie Mellon University to open a research center that will develop self-driving cars, expanding its business in a new direction and opening a potential rift with Google.

Gleaning insights from vehicle and customer data has been key to the growth of car sharing company, GoGet, according to its co-founder, Bruce Jeffreys.

A successful mobile strategy requires a fundamental rethink in the way a business operates, and can drive wider digital transformation across the organisation, according to Forrester Research.