In this print issue we find out how Airbnb is building a superbrand that defines a generation, take a sneak peak at SXSW and look into the different remuneration models keeping the agency world turning. Plus, the AdNews Agency of the Year Awards winners and finalists. Also, The Marketer, Airbnb’s global CMO Jonathan Mildenhall, explains how the business is building a brand that defines a generation.
Big Pic: The colour and shape of the money agencies make and how they make it is changing.
SXSW: Take a peak at some of the unmissable sessions at the Austin, Texas melting pot.
Creative Focus: We ask if creatives can thrive inside giant tech organisations.
Plus this issue has the AdNews Agency of the Year supplement for a deeper look at why the winners won.
“The marketing industry has a huge ambition to be relevant, but a very short-sighted way of practising it.”
JONATHAN MILDENHALL, AIRBNB, PAGE 11
“Inertia is a powerful thing. Changing age-old structures is never easy.” M&C SAATCHI MIM HAYSOM PAGE 20
“Creativity can be trampled by the sheer size of big business, the politics and the processes.” LUKE WALLIS DEEPEND
PAGE 25
“If your communication isn’t dripping in genius then drench it in irritation. At least it won’t be wallpaper.” ROB MORRISON
OGILVYONE PAGE 27
“I was young and drunk with a heady mixture of ambition and Tiger beer. ” ANDY FLEMMING M&C SAATCHI PAGE 29
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