This leaves the field wide open for a new agency to fill the breach. It will be lead by chief marketing officer Jonathan Mildenhall, who coincidentally also served as managing director of TBWA’s London office in a previous life.
Mildenhall remarked: “As a global hospitality company at a pivotal moment in our trajectory, we are seeking a partner agency that takes us closer to unlocking the creativity of our community, in which content and product are inextricably linked. We are engaged in a global pitch, inviting the participation of a handful of diverse agencies to identify this new partner that will help us achieve our next phase of phenomenal growth.”
In a statement TBWA added: “We’re proud of the body of work we’ve created over the past three years, especially the ‘Live There’ global campaign, adding another iconic brand platform to an illustrious list that includes Apple’s ‘Think Different,’ Gatorade’s ‘Win From Within,’ and Adidas’ ‘Impossible Is Nothing’.”
TBWA held the brief since 2014 conceiving of a variety of work through intervening years that included a stunt in which they floated a houseboat down the river Thames in London.
Airbnb recently extended its wings in China where it is known as 'Aibiying', intended to mean 'welcome each other with love' but which also carries connotations of sex aids.