Why Airbnb's 'creative culture' is key to its success

This event report explains how Airbnb, despite being considered a disruptive force, is still following the tried-and-true methods of brand-building and marketing to build fame.

Why Airbnb's 'creative culture' is key to its success

Joseph CliftWarc

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands