Airbnb today announced Wieden+Kennedy as their global agency of record to lead the community-driven brand’s roster of agencies.
The leading independent agency, headquartered in Portland OR, replaces TBWA\Chiat|Day LA following a competitive pitch with DDB. The incumbent agency was not invited to take part in the pitch.
Both agency pitches were led by female business executives at the top of their game. Wendy Clark, CEO for North America, led for DDB. Wieden+Kennedy’s pitch was led from start to finish by global CCO Colleen DeCourcy in a global team effort that showcased the exemplary creative credentials of the network, that will see Airbnb march forwards to be the world’s first community-driven super brand.
Jonathan Mildenhall, Global CMO for Airbnb, said: “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.”
Part of the remit challenged the winning agency to collaborate in a progressive manner with Airbnb’s in-house creative team. Following the announcement, the teams at Airbnb and Wieden+Kennedy will get to work on their first collaboration with a new product launch due this fall, to be followed by next year’s travel season campaign.
Global CCO for Wieden+Kennedy, Colleen DeCourcy, says: “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 centred 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”.