Luxury hospitality firm the Mandarin Oriental Hotel group has appointed OK Cool as its global social agency of record following a competitive pitch process.

The move will see the London-based strategic and social creative agency partner with the hotel group to develop and execute a new streamlined global social-first strategy, overseeing strategic direction, design and content production across its portfolio.

OK Cool’s appointment concludes a four-way competitive pitch process and will seek to showcase Mandarin Oriental’s hospitality to a global audience of luxury consumers, harnessing an “industry-leading” approach to social media.

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Jolyon Varley, co-founder and global head of brand at Ok Cool, said: “Mandarin Oriental is one of the most iconic luxury brands in the world. Being chosen to lead their 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.”

The agency is also set to collaborate with teams beyond social, working closely with the digital, brand partnerships, events and product teams, including supporting an upcoming app launch.