Jonathan Mildenhall Airbnb

Jonathan Mildenhall

Airbnb

Chief marketing officer

Last year, Mildenhall was only six months into his CMO role at Airbnb. Fast-forward a year and the brand has launched its first major brand campaign, posing the question ‘Is Mankind?’ The ‘value-driven campaign’ is becoming a calling card for Mildenhall. When asked what he’d want people to say in his retirement speech, he said: "I put my values of humanity and creativity above everything else. We can all be a little more human and we can all be a lot more creative."

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Read Jonathan' Power 100 Voices column : The most creative and successful marketing messages are genuine, truthful and full of humanity

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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