A recent interview in the Wall Street Journal of Airbnb's CEO and CFO on their recent growth and earnings shines a light on the effectiveness of solid brand marketing and brand spending. The brand has recently cut spending on search advertising and targeted marketing instead leaning into building brand narratives through broad marketing which can be seen in the recent Categories out-of-home work that we pitched in on.

“Our brand marketing results are delivering excellent results overall with a strong rate of return, and it’s been so successful that we’re actually expanding to more countries.”
- Dave Stephenson, CFO