Ogilvy wins global Shangri-La creative

Shangri-La Hotels and Resorts has selected Ogilvy & Mather Hong Kong as its global brand agency following a pitch involving long-term incumbent TBWA and McCann Erickson.O&M is tasked to develop a global campaign to promote Shangri-La as it looks to international expansion.Kent Zhu, group director of marketing for Shangri-La Hotels & Resorts, said Ogilvy was picked for its strategic and creative approach in providing the best solution for the brand moving forward."With our group's increasing number of new developments and commitment to expansion, this change will provide an opportunity to create synergy across different communication platforms," he said.Zhu said together with O&M, they are committed to create "powerful communication campaigns that reinforce our global brand identity and address local market needs".Adam O'Conor, MD, Ogilvy & Mather, Hong Kong, said this was a significant win."We are thrilled to be able to bring an inspiring integrated solution to life with the team at Shangri-La."Brendan Inns, vice president of brand communications at Shangri-La Hotels & Resorts, said the economic downturn has affected the luxury hospitality sector but the hotel was involved in a range of tactical campaigns to respond to the current climate.He added the Shangri-La continues to expand, having recently opened hotels in Vancouver, Tokyo and Boracay with more to launch in Zhejiang, Maldives and Paris.Inns said the brand campaign will be fully integrated through different communication platforms. It is the new hotel launch campaigns, for example, that will meet local market needs by working with Ogilvy's regional hubs and local offices.