Mandarin Oriental Names OK COOL Global Social AOR for New Digital Storytelling Chapter

Jul. 17, 2025

Mandarin Oriental Hotel Group has selected strategic and social creative agency OK COOL as its global social agency of record, as it embarks on a new chapter in digital storytelling, reinforcing its position as one of the world’s leading luxury hospitality brands. The appointment follows a four-way competitive pitch.

OK COOL will now partner with the hotel group to develop and execute a new streamlined global social-first strategy, overseeing strategic direction, always-on content management, design and content production across all 43 hotels, 12 residences and 26 homes.

The engagement will seek to showcase Mandarin Oriental’s renowned hospitality to a global audience of luxury consumers, harnessing an industry-leading approach to social media.

OK COOL will tap into its extensive experience of working with luxury brands Moncler, Harrods, Jimmy Choo, TAG Heuer and Chanel, as well as leveraging its strategic and creative partnerships with social platforms Meta and TikTok.

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

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.”