Credit: Hasbro
Hasbro Toys & Games has appointed Mediahub its media agency of record across the Asia-Pacific region following an international review, AdNews can reveal.
Mediahub takes on full-funnel media strategy, planning and buying across APAC markets through a centralised three-hub model led from Sydney.
The structure mirrors existing hub models used by the agency on global accounts including New Balance.
The remit covers Hasbro’s portfolio of brands such as Monopoly, Play-Doh, Beyblade and Hasbro Games including Connect 4, Jenga and Operation.
“Cross-market campaigns are Mediahub’s sweet spot. We understand how to drive consistency and scale while flexing to what matters most in each local market,” said Mediahub ANZ CEO Sue Squillace.
“Plus connecting with kids and parents in today’s evolving media landscape is challenging so our depth of knowledge and expertise in kids’ insights and how to connect responsibly will be central to the fun and innovative campaigns we will create for the brands.
“Hasbro has some of the most loved and recognised brands in the world, and we’re thrilled to partner with Hasbro across the region and help continue to grow the world’s best toy brands.”
Hasbro APAC marketing director Frida Zhang said the business was looking for a partner with deep regional understanding and an integrated approach.
“Mediahub’s proven hub model, strategic depth and creative agility made them the right choice as we elevate the Hasbro brand across Asia Pacific,” she said.
The partnership has already kicked off with Mediahub already working on the launch of a high-impact, multi-market campaign celebrating Monopoly’s 100th anniversary.
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