Episode 5 - Pip Landers, Head of Advertising & Brand Research at Mandarin Oriental Hotel Group

A lot has changed since 1998. A time before smartphones, social media, fintech, Uber, Google, Amazon, Spotify or kale. The ways in which we choose to communicate, travel, work, bank, socialise and shop are all radically different to when we were partying like it was actually 1999. Throw in population shifts, recessions, Donald Trump and a global pandemic, and it’s amazing to think how anything could still be the same now, let alone an advertising campaign.
 
How then, have Mandarin Oriental managed to keep their iconic ‘Fan’ campaign so consistent and so relevant for over 20 years? Neil is joined by Pip Landers, Head of Advertising and Brand Research at Mandarin Oriental Hotel Group, to understand the secret behind its longevity and its success.
 
They discuss the strategy behind the ‘category busting creative’ and how it has flexed to meet the ever-changing behaviours of its audience.
 
For marketers, this is a rare and fascinating look into a campaign that eschewed the conventions of its competitors to help punch above its weight and unlock growth on a global scale.
 
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