The winning team was led out of TBWA\Chiat\Day Los Angeles, with TBWA agencies in London, Paris, Singapore and Brazil also making contributions. It is not clear if Pereira & O’Dell, the San Franciso-based creative shop that had previously worked with Airbnb, participated in the pitch.
This appointment is an expansion of Omnicom-owned TBWA’s relationship with Airbnb. Earlier this year, TBWA\Singpore won creative duties for the brand in Asia Pacific and TBWA\London won the European business.
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 first TBWA global work is expected to launch towards the end of this year.
The appointment comes four months after Jonathan Mildenhall’s moved to Airbnb as chief marketing officer. Mildenhall arrived from Coca-Cola, where he had spent almost eight years, culminating in the role of senior vice-president integrated marketing communication and design excellence.
Prior to that he was agency–based with senior roles in London at Mother, TBWA, HHCL, DLKW Lowe and Bartle Bogle Hegarty.
Mildenhall said: "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."
TBWA\Chiat\Day LA, chief creative officer, Stephen Butler said: "We have a unique opportunity to watch history being made. Airbnb is at the forefront of a social revolution.
"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."
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