Airbnb has announced its appointment of Wieden+Kennedy as its global agency of record to lead the brand’s roster of agencies.
W+K replaces TBWA\Chiat|Day LA following a competitive pitch with DDB. The incumbent agency was not invited to take part in the pitch.
Jonathan Mildenhall, global chief marketing officer for Airbnb, commented, “I am delighted to confirm Wieden+Kennedy as our global agency of record after what was the most closely contested pitch of my career. Both Wieden+Kennedy and DDB developed outstanding thinking but W+K’s creative work has shown us a very compelling community voice that we know will take our creative output on to the next level.”
Both agency pitches were led by female business executives at the top of their game. Wendy Clark, chief executive officer for North America, led for DDB.
Wieden+Kennedy’s pitch was led from start to finish by global chief creative officer Colleen DeCourcy. W+K’s pitch was a global team effort that demonstrated the independent network’s top tier creative credentials. Part of the pitch process involved W+K’s collaboration with Airbnb’s in-house creative team.
The teams at Airbnb and Wieden+Kennedy will now get to work on their first collaboration with a new product launch due during the current northern hemisphere autumn, to be followed by next year’s travel season campaign.
Colleen DeCourcy, commented, “From day one, it’s been clear to us through every interaction that Airbnb is a values-driven company that cares deeply about its mission and ethos. In this respect, Airbnb and W+K are natural partners. We are a company that lives its values which are centered on people, creativity, and daring to do things that have never been done before. We are inspired because we believe that 21st-century brands are judged by what they do and the value they create for people. When you look at the company we keep – Lyft, Spotify, Instagram, Facebook and now Airbnb – Wieden+Kennedy has become the agency of record of the New Economy.”