ASUS taps Tonic as creative partner of record

ASUS has appointed Tonic The Agency as its creative partner of record in Australia after more than a year of project work across its lifestyle and gaming portfolios.

Tonic has worked with ASUS on several campaigns, including the national launch of the Zenbook A14 and the TikTok-driven CoPilot campaign targeting younger audiences. The independent agency has also adapted global creative for the Australian market.

Under the new partnership, Tonic will lead creative across digital, product and seasonal campaigns, in-store activations and brand communications, adding local insight to ASUS’ global direction.

“This partnership is a big milestone for us - built on shared ambition, trust and a lot of creative momentum,” said Simon Payten, General Manager at Tonic The Agency.

“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," Payten added.

Bradley Howe, Head of Consumer, SYS BG, ASUS Australia, said: “Tonic The Agency has been instrumental in helping us shape how ASUS shows up in the Australian market.”

“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," Howe added.

The partnership extends into the second half of 2025, with campaigns planned across gaming and lifestyle categories.

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