Uber ready to spend over £370 million on rebuilding it's brand in the U.S and Europe

Uber are reportedly ready to spend a whopping £372 million on it's latest ad campaign in a bid to repair it's tarnished image from the last eighteen months of relentless negative exposure. The campaign will see televised ads featuring CEO Dara Khosrowshahi, as well as other additional product focused T.V ads and online and billboard adverts. According to a report in The Information , the huge sum of money will be spread across the U.S as well as Latin America and Europe where it's currently facing a number of battles with taxi and private hire regulators. The 25th June will see the start of Uber's appeal against Transport for London's decision to not issue a new operators licence to the highly controversial ride-hailing app.

New CEO Dara Khosrowshahi has been vocal in his "desire" to rebuild Uber's image since the departure of Travis Kalanick. Khosrowshahi is determined to convince consumers that the company is moving in the right direction, stating at the Code Conference recently that "this is a new Uber, and we're turning over a new leaf". What do you think? Can Uber really change from being a company with a frat boy mentality, a win at all costs attitude? or does a Leopard never really change it's spots? Tell us what you think.