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Mandarin Oriental Hotel Group appoints Forsman & Bodenfors as global brand agency

Hong Kong – Hong-Kong based international hotel group, Mandarin Oriental Hotel Group, has named Forsman & Bodenfors as its global brand agency. Forsman & Bodenfors will partner with media agency Assembly to deliver an integrated offering of brand, design, social, performance marketing, and media services. 

The appointment comes after a 4-month pitch process which was led by client-agency marketing consultancy AAR Group out of London. The remit was made to support Mandarin Oriental’s future expansion of the business and the evolution of its brand to meet the evolving needs of the luxury consumer. 

The global creative collective Forsman & Bodenfors will work with Mandarin Oriental’s brand and marketing team to develop a new brand strategy and approach. 

London advertising which was the one who pioneered the group’s star-studded ‘I’m a Fan’ campaign will continue to support celebrity management and its current campaign commitments. Launched in 1999, the ‘I’m a fan’ campaign features international celebrities who regularly stay at the group’s hotels and are considered ‘true fans’ of Mandarin Oriental.

Joanna Flint, chief commercial officer of Mandarin Oriental Hotel Group said, “Forsman & Bodenfors challenged our thinking throughout the process, and their integrated approach alongside Assembly was seamless and impressive. We are really excited to see what comes next.”

Toby Southgate, global CEO of Forsman & Bodenfors added, “Our mission as a business is to make ‘ideas that change things’ and the Mandarin Oriental business has a bold and inspirational vision for their future. We have been enthused about this opportunity from the very start and we wanted to show every step of the way that we are the right partner for this business. On behalf of Forsman & Bodenfors, and Assembly, we’re delighted to be taking these steps together with our new partners.”

Forsman & Bodenfors and Assembly are both under the Stagwell Group of companies.