BERLIN—Uber has brought in MSLGroup to handle PR in Germany, after its main product was banned in the tightly regulated market earlier this year.
MSLGroup secures the business following a four-way review. It is understood that Uber previously worked with HeringSchuppener.
After the low-cost UberPop service was banned in March, Uber launched UberX in Germany, complying with laws that require drivers who have obtained a special licence for commercial passenger transportation.
Germany is one of several European markets where Uber has struggled to expand, because of regulatory issues and opposition from existing taxi services. The UberPOP ban, said one observer, created a "media frenzy" in Germany.
Accordingly, MSLGroup will likely aim to develop a more positive narrative for Uber's story in Germany. The agency is tasked with corporate and brand PR, and its hire follows the arrival of new Uber Germany GM Christian Freese.
"The MSL Germany team has shown us from the beginning, that it understand Uber's business model and culture," said Freese. "MSL Germany has convinced us with their experience working for digital ventures and their combination of corporate experience and good consumer activation ideas."
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