Mandarin Oriental Hotel Group has appointed LONDON to handle its global advertising business, moving the account from long-time agency M&C Saatchi International.
The agency will work on adapting the hotel group’s “fan” global campaign to the local needs of each Mandarin Oriental hotel worldwide.
This includes local language work and creating and implementing launch campaigns for a further 18 hotels currently under development.
LONDON will also be responsible for delivering integrated online and direct mail campaigns.
The agency was setup last November by two former M&C Saatchi’s Hong Kong executives Michael Moszynski and Alan Jarvie. According to a statement, it has “a unique business model” that allows it to deliver any ad in any language anywhere in the world from one central HQ.
Moszynski, who is chief executive of LONDON, says: “Our aim in setting up LONDON was to create an agency that would be able to cater to the diverse and challenging requirements of global advertisers in any market.
“We are thrilled beyond belief to have secured the confidence of a brand of the calibre of Mandarin Oriental in our new business model for a global agency.”
The Mandarin Oriental Hotel Group operates luxury hotels, restaurants and properties in 25 countries globally.