Global tech brand ASUS has appointed Tonic The Agency as its creative partner of record in Australia.
Tonic The Agency will now lead creative across digital, product and seasonal campaigns, in-store activations and brand communications – bringing a local lens to ASUS’ global brand direction.
The move follows a series of campaigns that have helped connect the brand with new local audiences across ASUS’ lifestyle and gaming portfolios.
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, created end-to-end to introduce ASUS to a younger audience, and has continued to adapt global creative for the Australian market.
“Tonic The Agency has been instrumental in helping us shape how ASUS shows up in the Australian market,” said Bradley Howe, Head of Consumer, SYS BG, ASUS Australia.
“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.”
Tonic The Agency general manager Simon Payten described the partnership with Asus as “a big milestone for us – built on shared ambition, trust and a lot of creative momentum”.
He added: “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.”
The ASUS x Tonic The Agency partnership continues into the second half of 2025, with upcoming campaigns planned across both gaming and lifestyle categories.
