Matter Of Form Group promotes Oona Hook to Chief Of Staff

Category: News
30 Jul 2019
Read time: 1 MIN
Matter Of Form Group is proud to announce the promotion of Oona Hook to Chief Of Staff of the international design and technology firm.
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MOF Team
MOF Team

This engagement follows Oona’s four-year tenure as Group Operations Manager of MOF. 

As Group Operations Manager, Oona has been the beating heart of culture at the MOF Group, ensuring the right people are hired and retained, and that all adhere to the vision and values of the company.

Oona will continue to work closely with the MOF Group CEO and COO, looking now to develop a continuous improvement plan and oversee strategic business initiatives from development through to successful execution. She will be streamlining strategic initiatives and monitoring the KPI’s for a company of 80 employees, with clients including leading brands like Belmond, Aman Resorts, Lindblad Expeditions, Yachting Partners International, The Rug Company and OFFICE. 

Commenting on the appointment, Oona said “The MOF Group has recently gone through an exciting period of growth and I am both honoured and humbled by the opportunity to continue to help steer the firm in the right direction. This is an exciting time for the company as it turns 10 this year and looks to expand into new markets, sectors and specialist practice areas. It’s a privilege to work alongside and report into a senior management team who are driven by innovation and aren’t afraid to challenge the norm.”

Anant Sharma, CEO of Matter Of Form Group, commented “We are delighted to announce this new role for the Group and couldn’t be more pleased to promote Oona to this position. Over the last four years, she has supported both myself and our COO, Fred Moore in the company’s growth. She has the ability to wear multiple hats and encapsulate the direction that drives the team forward. I could not be more thrilled to continue our growth trajectory and welcome her change in role from Group Operations Manager to Chief of Staff.” 

About Matter of Form Group

Established in 2018, the Matter Of Form Group is a collection of four award-winning agencies united and bound together by a common set of ideas and values centred around the mantra ‘Make Change Effective’.

The group consists of Matter Of Form, FORM Commerce, Diffusion Digital and Experience Haus with clients spanning the property and real estate, retail, travel and hospitality, wellness, lifestyle, third sector, B2B sectors and beyond. Some of these brands include Aman Resorts, Belmond, Cadogan Estates, Corbin and King, Landmark Properties, Mary Katrantzou, Monique Lhuillier, Shanghai Tang, Shangri-La, The Rug Company, UNICEF, World Economic Forum, Karen Millen, Breitling, Savitri Foundation, Joel Robuchon, Lindblad Expeditions, The Collective, The School of Life & Thanos Hotel Group.

If you’d like to discuss how the Matter Of Form Group partner to provide strategic design and tech services, please get in touch via to arrange a time to speak with our team of consultants or visit

For Press and Media enquiries, please contact Emma Blackmore, Group Marketing Director:

MOF Team

Published by MOF Team

We are a London-based Brand & Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.