Mandarin Oriental Hotel Group picks global social account

Mandarin Oriental Hotel Group has picked Ok Cool as its global social media agency after a competitive pitch.

Ok Cool was selected after a four-way pitch process handled in-house by the brand. The social media agency has offices in London, Toronto, New York and Melbourne. 

It has been tasked with developing and executing a new streamlined global social-first strategy for the hotel group. The brief for the strategy is to showcase Mandarin Oriental’s “renowned hospitality to a global audience of luxury consumers”.

Ok Cool will also be responsible for overseeing Mandarin Oriental Hotel Group’s strategic direction on social media, as well as content management, design and content production across all 43 of its hotels and its short-term lets.

It will work closely with the brand’s digital, brand partnerships, events and product teams, and help support an upcoming app launch.

Separately, Mandarin Oriental is seeking to fill the post of global social media director, based in London, according to a LinkedIn post published in June.

Jolyon Varley, co-founder and global head of brand at Ok Cool, said: “Being chosen to lead Mandarin Oriental’s global social is a big moment for us and a clear sign that the luxury playbook is evolving. 

“Brands at the top end of the market aren’t just chasing relevance, they’re looking for real cultural fluency. That’s why we’re seeing a wave of luxury names coming our way. This win cements Ok Cool’s position as the go-to partner for brands who want to show up with purpose, without losing their edge.”

Mandarin Oriental Hotel Group integrated its brand, design social, performance marketing and media services under the Stagwell banner in 2023, with Forsman & Bodenfors as lead creative agency and Assembly as media agency partner, both Stagwell shops.

Last September, Mandarin Oriental parted ways with London Advertising after a 25-year collaboration.

Other brands Ok Cool has worked with include luxury brands Chanel, Moncler, Harrods and Jimmy Choo, alongside outdoor clothing and equipment retailer Berghaus. 

It created a five-part series for Instagram and TikTok for Berghaus, titled “The biggest day of summer”, which aimed to tap into the culture and nostalgia of Oasis' reunion. 

The agency also made the shortlist for Nationwide’s social media account, alongside Native, but lost out to Uncovered, which was appointed last month.