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M&C Saatchi wins Mandarin Oriental global account

HONG KONG -- Luxury hotel chain Mandarin Oriental Hotel Group has appointed M&C Saatchi, Hong Kong, as its international advertising agency, and awarded the media account to the agency's media partner, Carat Asia Pacific.

The agency will be responsible for the worldwide advertising campaign of the group's 13 properties as of October 1 and a new campaign will be rolled out in 1999.

The account is valued at around $3 million, but this is a high profile appointment for the agency following an extensive five-month pitch. Initially involving six agencies, the selection eventually narrowed to M&C Saatchi, the incumbent Bates and BBDO.

M&C Saatchi won the business with its "persistent and consistent approach" as well as by focusing on the brand values of Mandarin Oriental rather than rate-cutting promotions, according to Michael Moszynski, CEO of M&C Saatchi, Hong Kong.

"We are excited by M&C's approach to promoting our brand and are impressed with the enthusiasm of the team and their clear understanding of our needs," says Jill Kluge, Director of Group Communications at Mandarin Oriental. "The creativity and motivational aspects of the campaign, the transparent approach to servicing the account and Carat's fresh approach to media planning, combine to make this an ideal appointment for us."

Copyright September 1998, Crain Communications Inc.

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