Airbnb has found the global agency with “rigorous and inventive strategy, provocative creative and understanding of the brand’s purpose and its potential” for which it was looking.
“We’re delighted to be working with TBWA\Chiat\Day, one of the truly great global agencies, at one of the most exciting points in our history.The team rose to our challenge to find incredibly creative and authentic ways to connect with our community around the world, and we can’t wait to see what the future holds,” stated Airbnb chief marketing officer, Jonathan Mildenhall.
Mildenhall left Coca-Cola four months ago to take on his new role at Airbnb. He had been there almost eight years, ending up as senior vice-president integrated marketing communication and design excellence. Before that, he had always worked in agencies in London: Mother, TBWA, HHCL, DLKW Lowe and Bartle Bogle Hegarty.
The company’s first global campaign appeared shortly after Mildenhall’s arrival. The Pereira & O’Dell ads were placed in nine markets.
The global brief was to work with Airbnb to “create the world’s first community-led hospitality company and help show people all over the world what it means to belong anywhere”.
The pitch was led by TBWA/Chiat/Day Los Angeles. TBWA/Paris and Lew’Lara/TBWA Brazil, TBWA/London and TBWA/Singapore, all contributed. The last two had already been working with Airbnb – the London office in Europe and the Singapore office in Asia Pacific.
Whether or not, ex lead agency, Pereira & O’Dell, participated has not been made public.
The first TBWA work is expected to break toward the end of 2014, primarily in the U.S., Asia, Latin America and Western Europe. ”
Airbnb is at the forefront of a social revolution,” Stephen Butler, chief creative officer, TBWA in L.A., said in the statement. “As a brand, Airbnb is not only changing the way we travel but also the way we relate to one another. Airbnb is breaking down our preconceptions daily of what it means to belong in the world today.”
