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Forsman & Bodenfors wins global creative mandate for Mandarin Oriental Hotel Group

HONG KONG — Creative collective Forsman & Bodenfors has been appointed as the global brand agency for Mandarin Oriental Hotel Group. Forsman & Bodenfors will partner with media agency Assembly to deliver an integrated offering of brand, design, social, performance marketing, and media services.

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

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

Toby Southgate, Global CEO of Forsman & Bodenfors, commented, “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.”

Joanna Flint, Chief Commercial Officer, 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.”

The four-month pitch process was led by client-agency marketing consultancy AAR Group out of London.

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