Guoman Hotels, owned by the acquisitive Malaysia-based Hong Leong Group, has drafted in Siren PR as it grows its portfolio over the next 12 months. The agency's brief includes trade and consumer work.
Siren will be involved in launching The Royal Horseguards, The Grovesnor and Marble Arch Hotel, all of which are new to the Guoman group.
The agency will also support the company's plans to expand internationally. Siren PR MD Rachel O'Connor and her team will report to Guoman Hotels chief operating officer Sanjay Nijhawan.
Weber Shandwick was the incumbent agency on this account.