{"id":81237,"date":"2025-08-20T01:14:08","date_gmt":"2025-08-20T01:14:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/81237\/"},"modified":"2025-08-20T01:14:08","modified_gmt":"2025-08-20T01:14:08","slug":"asus-taps-tonic-the-agency-as-australian-creative-partner-of-record","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/81237\/","title":{"rendered":"Asus taps Tonic The Agency as Australian creative partner of record"},"content":{"rendered":"

International technology company Asus has tapped Tonic The Agency as its Australian creative partner of record.<\/p>\n

The announcement comes after both parties collaborated for more than one year over several campaigns, including a fully integrated campaign for the launch of the Zenbook A14, the Copilot campaign, and the translation of international creative for Australian audiences.<\/p>\n

As creative partner, Tonic is in charge of delivering creative for brand communications, seasonal and product campaigns, in-store activations and digital, with a focus on Australian consumers.<\/p>\n

With the partnership officially cemented, Tonic and Asus are expected to continue delivering campaigns for the latter\u2019s lifestyle and gaming categories throughout the second half of 2025.<\/p>\n

ADVERTISEMENT<\/p>\n

Simon Payten, Tonic\u2019s general manager, described the agency\u2019s latest client win as a \u201cmilestone\u201d achievement.<\/p>\n

\u201cThis partnership is a big milestone for us \u2013 built on shared ambition, trust and a lot of creative momentum,\u201d Payten said in a media release.<\/p>\n

\"\"<\/p>\n

\u201cOver the past year, we\u2019ve had the chance to immerse ourselves in the ASUS brand and bring it to life through a variety of touchpoints \u2013 from retail to digital and social.<\/p>\n

\u201cThis next chapter gives us the opportunity to think bigger, move faster and drive deeper local connections in everything we do.\u201d<\/p>\n

Bradley Howe, Asus Australia\u2019s head of consumer, echoed the focus on localisation<\/p>\n

\u201cTonic The Agency has been instrumental in helping us shape how ASUS shows up in the Australian market,\u201d Howe said in the release.<\/p>\n

\u201cTheir work on the Zenbook A14 launch and the CoPilot campaign not only delivered creatively but helped us connect with new and younger audiences. They understand how to adapt our global strategy into ideas that land locally \u2013 and that\u2019s exactly what we need as we build a stronger, more consistent presence here.\u201d<\/p>\n

Prior to Tonic, Asus\u2019s Australian creative agency was Archetype<\/a>. Mumbrella has enquired about when Asus and Archetype\u2019s working relationship ceased.<\/p>\n

Its newest appointment is not the only celebration Tonic has had in 2025. This year marks its 15th anniversary in market<\/a> \u2014 and the agency refreshed its brand identity to reflect that.<\/p>\n

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