Hong Kong – Mandarin Oriental has announced the appointment of Alex Schellenberger as its new senior vice president for brand to elevate the hotel’s brand presence and to increase its desirability as a luxury hospitality brand. 

With over two decades in global luxury brand building, storytelling and brand experience roles, he brings invaluable insights and expertise to this newly created global role and will be joining the group leadership team.

His most recent role was being the global chief marketing officer of Accor, based in Paris. He began his journey with Procter & Gamble’s prestige division, where he elevated the Hugo Boss fragrance line. Subsequently, he held senior executive positions leading transformative marketing and communication initiatives to redefine and reposition beauty and luxury goods brands, at Coty and Swarovski.

Speaking on his new role, Schellenberger said, “I am proud to be joining this iconic brand that has captured the imagination and the loyalty of so many fans around the world. Mandarin Oriental is renowned for delighting its guests with legendary service, steeped in oriental heritage and we are uniquely placed to drive these exceptional experiences to new heights, further securing our position as a global leader in luxury hospitality.”

Meanwhile, Laurent Kleitman, group chief executive at Mandarin Oriental Hotel Group, expressed his enthusiasm about Alex’s appointment, commenting, “Alex is a talented and transformational brand builder. His global experience will be instrumental in realising our ambitious plans to put the brand and the guest at the heart of the organisation and deliver enriching and innovative experiences, stunning communications and innovative partnerships.”

He added, “Alex has an outstanding track record elevating luxury brands and I am delighted to have him join our team and steward Mandarin Oriental as we accelerate and elevate our presence in the most sought-after destinations around the world.”

Beijing, China – TCP Group (TCP), the inventors and owners of the Red Bull brand has announced that it has launched on August 8 the new Red Bull campaign, “Ni Zhen Niu” 

The campaign is set to promote the latest addition to Red Bull’s beverage line, the Red Bull Vitamin Flavor Drink, which has previously debuted at the China International Import Expo (CIIE) last November. 

The campaign was kicked off through the launch of its new line-up of celebrity brand ambassadors. This includes R1SE’s Zhou Zhennan, Xilinnayi Gao from Bon Bon Girls, Warcraft III player “Sky”  Li Xiaofeng, and Billiards player Pan Xiaoting. 

Red Bull will implement a strategic multi-media marketing campaign. The said brand ambassadors will showcase the so-called incredible “Zhen Niu spirit,” in TVCs and social media content, bringing inspirational messages of determination and confidence to consumers. 

“Through this campaign, we are promoting what we call the Red Bull Zhen Niu Spirit of ‘Going Beyond’ and ‘Limitless Potential’,” said Supachai Junkeiat, TCP’s global marketing director.

“We want to inspire and empower our fans through this message and support them as they challenge themselves to ‘Go Beyond’,” he added.

Meanwhile, TCP CEO Saravoot Yoovidhya shared that China has always been a top priority in expanding presence of TCP’s brands.

“As a Thai-Chinese enterprise, China has always been at the front and center of our global ambitions to become a global ‘House of Brands.’ This deep-rooted attachment means that TCP’s top priority will always be to contribute to the development of China’s economy and society,” said Yoovidhya.

TCP Group houses a diverse product portfolio comprising four consumer food categories, and another 30 product lines under nine brands