Mediahub has begun working on a Monopoly 100th anniversary campaign after securing regional media planning and buying duties for toy giant Hasbro.
Further details have emerged about the partnership since B&T first revealed the Hasbro win in Mediahub’s B&T Agency Scorecard in July.
The Hasbro remit includes full-funnel media strategy, planning and buying across the APAC region.
As previously reported, the agency will deliver a ‘strategic hub model’ to service the client with the regional account team led out of Sydney. This is a similar model to how Mediahub services New Balance. B&T understands Mediahub’s APAC hub work now accounts for around 20 per cent of agency fees.
Mediahub said the model provides “strategic consistency, operational efficiency and flexibility to tailor for local market nuances”.
Hasbro produces some of the world’s most iconic toys and games, including Transformers, Nerf Blasters, G.I. Joe, Monopoly, Play-Doh, Connect 4, Jenga and Hungry, Hungry Hippos.
“Cross-market campaigns are Mediahub’s sweet spot,” Mediahub ANZ chief executive Sue Squillace said. “We understand how to drive consistency and scale while flexing to what matters most in each local market. 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.”
Frida Zhang, APAC marketing director, Hasbro said: “We were looking for a partner who not only understood the dynamics of the APAC region, but could also bring a sharp, integrated approach to media across a diverse set of markets. Mediahub’s proven hub model, strategic depth and creative agility made them the right choice as we elevate the Hasbro brand across Asia Pacific.”
In Mediahub’s B&T Agency Scorecard, the agency was described as “one to watch”.
