In April this year David Mack, principal at Next Fifteen's public affairs shop 463 Communications, left after nearly four-and-a-half years to join one of the tech world's fiercest battles – alternative taxicab services. As director of policy communications at peer-to-peer car-sharing service Lyft, Mack, who also previously worked at Next Fifteen’s Bite Communications, has a stiff task to convince city administrators, regulators, and citizens that Lyft – and its pink fluffy 'tache – is better than traditional taxicabs and its rival start-ups, which include Uber, Hailo, GetCab and SideCar.
This was put to the test when Lyft recently launched in New York City and Mack and his team had a shaky ride overcoming regulatory bumps in the road. Its rivalry with Uber has stepped up a gear, with Uber resorting to aggressive campaigns to undercut Lyft’s supply of drivers. Amid the mud-slinging, communications will play a key role in keeping Lyft ahead in this particular tech race.