Mandarin Oriental Hotel Group Appoints Forsman & Bodenfors as Global Brand Agency

Mandarin Oriental made the appointment to support the expansion of the business and the evolution of its brand to meet evolving luxury needs.
Mandarin Oriental Hotel Bangkok

Forsman & Bodenfors has been appointed global brand agency for the Mandarin Oriental Hotel Group. The remit will see them partnering with media agency Assembly to deliver an integrated offering of brand, design, social, performance marketing, and media services. Forsman & Bodenfors and Assembly are both part of the Stagwell Group of companies.

The win comes following a 4-month pitch process led by client-agency marketing consultancy AAR Group out of London.

Mandarin Oriental made the appointment to support the future expansion of the business and the evolution of its brand to meet the evolving needs of the luxury consumer, the brand said, adding that Forsman & Bodenfors will partner with Mandarin Oriental’s brand and marketing team to develop a new brand strategy and approach to support this.


 

London Advertising who pioneered the “I’m a Fan” campaign will continue to support celebrity management and its current campaign commitments.

“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,” said Toby Southgate, Global CEO, Forsman & Bodenfors.

“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.”

Joanna Flint, Chief Commercial Officer added: “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.”


 

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