Global tech brand ASUS has appointed Tonic The Agency creative partner of record in Australia, following a series of campaigns.
Tonic The Agency led the national launch of the Zenbook A14, delivering a fully integrated campaign across in-store, outdoor, digital and social.
The agency also developed the TikTok-native CoPilot campaign.
“This partnership is a big milestone for us - built on shared ambition, trust and a lot of creative momentum,” said Tonic The Agency general manager Simon Payten.
“Over the past year, we’ve had the chance to immerse ourselves in the ASUS brand and bring it to life through a variety of touchpoints - from retail to digital and social.
“This next chapter gives us the opportunity to think bigger, move faster and drive deeper local connections in everything we do.”
Tonic The Agency will now lead creative across digital, product and seasonal campaigns, in-store activations and brand communications.
ASUS said the decision reflects a broader focus on brand connection in the local market - and a need for creative partners who understand how to deliver it.
“Tonic The Agency has been instrumental in helping us shape how ASUS shows up in the Australian market,” said ASUS head of consumer, SYS BG, Bradley Howe.
“Their 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 - and that’s exactly what we need as we build a stronger, more consistent presence here.”
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