Why Airbnb's 'creative culture' is key to its success
It's one of the most-hyped – and highest-valued – new 'service economy' companies. But, despite its reputation as a disruptive force that has the global hotel industry running scared, Airbnb is still embracing the tried-and-true methods of brand-building and marketing to build fame.
That was the message of Jonathan Mildenhall, Airbnb's CMO, who laid out the company's current marketing strategy at the 2016 Cannes Lions International Festival of Creativity. In a wide-ranging presentation, Mildenhall showed how Airbnb's growth strategy is partly due to its "creative culture", and how...