On Wednesday, office coworking company WeWork filed its paperwork for an initial public offering, in what is likely to be one of the mostrevealed billions in losses, a sprawling collection of leases, and growing revenue — as well as burgeoning advertising expenses.WeWork spent $378.7 million on sales and marketing in 2018, the company reported in its filing.
The company worked with former Airbnb marketing exec Jonathan Mildenhall's new branding firm TwentyFirstCenturyBrand, and also rolled out its first-ever brand campaign last summer as it sought to fend off competition from numerous rivals trying to carve a piece out of the coworking business. The campaign, created by its internal shop Creative Studio, consisted of a series of digital spots that tout its office spaces as spacious and accommodating.Airbnb's former CMO left his high-profile job to help tech brands like Pinterest and Uber find their purpose — and his consultancy is on track to make $8 million in revenue in its first year
The 30-second spots were also circulated in shorter 15- and 6-second versions, as well as in the form of GIFs and static images across Facebook, Instagram, LinkedIn, and YouTube. Facebook, in fact, has a case study from WeWork on its website, where it shows how WeWork's video ads on Facebook and Instagram
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