Cannes Lions International Festival of Creativity 2025, Brian Irving,leftepost at Lyft took the audience on a ride to understand how a company is changing the landscape of marketing in transportation by challenging industry standards and maintaining authenticity through clear storytelling.
Irving’s perspective underscores the need to adapt to changing customer habits and use technology to develop connections with riders that matter in a saturated mobility market.
Prioritizing the Customer Experience
According to Brian Irving, the powerhouse behind Lyft’s marketing strategy is rooted in a dedication to the overall customer experience. Through a close examination of rider data and feedback, Lyft hopes to develop communications and services that speak directly to its wide range of riders.
“Ultimately we’re not looking to just move people from point A to point B, but develop experiences that will gain trust and loyalty,” Irving told me.
It’s this customer-centric mentality that informs the approach Lyft takes in its ads, with emphasis on convenience, safety, and the ability to make a difference in one’s community.
Using Technology and Data to be Agile
Irving discussed the way Lyft uses cutting-edge technology and disruptive marketing to ensure agility in a rapidly evolving market. By crunching the data and leaning on machine learning, Lyft has a handle on trends that will allow it to optimize routes and offer more personalized offers — improving efficiency with some customer delight along the way.
“Technology enables us to be proactive and pertinent. It feeds creativity that cuts through the noise,’’ he said.
What also establishes brand presence and engagement on the other end is Lyft’s out-of-the-box application of digital media and cooperation.
Authentic Storytelling and Brand Values
One of Lyft’s marketing mainstays under Irving is a commitment to authentic storytelling, one that mirrors the brand’s ethos of inclusivity, sustainability and community giving.
With the purpose of telling real rider stories and featuring Lyft’s work in environmental causes, the brand cultivates emotional connections that extend beyond ridesharing.
As Irving put it: We believe that our story is not just a story of mobility, it’s about people, progress and the future we’re building together.
Leading with Empathy and Collaboration
Irving also talked about the significance of empathetic leadership and empowering your team. He builds an organization in which multiple perspectives lead to creative solutions, and people feel appreciated and challenged.
“Leadership requires listening, adapting and making room for bold ideas,” he added.
This kind of leadership style has enabled Lyft to stay true to its mission through difficult moments.
The Future of Mobility Marketing
Brian Irving sees a future in which mobility brands use technology-infused, human-centric marketing to strengthen the customer relationship.
“The victors in this space will be those who can marry data and creativity along with a true care for what is taking place inside their communities,” he said.
Lyft is on a mission to continue growing and adapting to its riders, trying out what they can do with transportation marketing.
