Mandarin Oriental Marketing Director Resigns After 30 Years
Jill Kluge, marketing director for the Mandarin Oriental hotel chain, has resigned after 30 years in the company.
Kluge started in a public relations role at Mandarin Oriental, before moving on to global director of brand communications in 2000 and then director of marketing in 2019.
Kluge will continue to work part-time as a brand advisor for Mandarin Oriental, which is known for its “I’m a Fan” series of ads, a campaign that has been running since 1998. The “fan” campaign was created by Michael Mozsynski and Alan Jarvi when they were at M&C Saatchi. Later, when the couple started London Advertising, they won the account in 2009.
Starting with the brand in 1991, Kluge worked on the marketing strategy for the hotel chain which has grown from seven properties in Asia to 13, with 20 more in development.
Talk to Campaign, she cites the move from print to digital as the obvious major shift in her role, as well as the increase in the group of people she and her team need to reach, which now includes influencers, celebrities and digital media. as well as printing newspapers such as The Financial Times.
Talking directly to customers was also “unheard of” when Kluge began his career. “Back then PR was all about the media and print, it was just about getting your name in the headlines that mattered. It was a pretty simple thing, you got to know the editors and entertained them well, and they wrote wonderful things about you in return for dinner at your best restaurant, ”she said.
Mandarin Oriental’s “I’m a Fan” brand campaign has featured a series of celebrities over the years, the first being businessman Sir David Tang. Since then, Morgan Freeman, Liam Neeson and Dame Helen Mirren have all starred in the commercials. Rather than being paid, celebrities who appear in ads receive money to donate to a charity of their choice.
Kluge added, “This campaign has become an integral part of our business and the great thing is that we can adapt it all the time by bringing in new celebrities. It doesn’t look like a typical celebrity campaign. . We never asked them to star in the commercial. Until we knew they would stay in our hotel. “
Ultimately, however, the campaign’s message has remained unchanged since its inception. According to Ipsos Mori, the campaign achieves the highest ad retention rate it has ever recorded – 57%.
Kluge said: “Marketing managers change every two, three years and obviously want to mark what they think is the right tone of voice and, and, and have a successful campaign behind them. But if there is already a successful post and you have a clear, consistent tagline, you won’t change it.