Q&A with Jonathan Mildenhall, CMO, Airbnb What’s the biggest challenge to marketers today? I genuinely think there’s never been a better time to be in marketing, because I can get closer to the consumer than ever before, I can harness the consumers’ creativity in ways that have never been imagined before, and all of the noise and all the distractions actually put a premium on creativity, stories and experiences. If you’re a marketer that likes to lean into outstanding creativity, brilliant experiences and telling great, great stories, there’s never been a better time to be in marketing. I look at it as the challenge of creative excellence. What’s the challenge to Airbnb? I come from a brand (Coca-Cola) that has 95 percent spontaneous awareness and I’m now working with a brand that has one percent spontaneous awareness. So as a marketer, my biggest challenge is to grow spontaneous awareness of Airbnb all over the world. I’ll do that ensuring that Airbnb actually engages in pop culture in a really exciting, fresh and distinctive way. I have to use all of my creative, strategic and operational skills so that I can build Airbnb’s spontaneous awareness and I won’t rest until I get the same levels on Airbnb as I enjoyed in Coca-Cola. Get the full story at The Economist Read also "Airbnb’s CMO: ‘I don’t want public policy messaging to bleed into our brand voice’" at Digiday