ASUS has appointed Archetype as its creative agency in Australia. Archetype will work with ASUS on local creative campaigns with a focus on brand awareness and category creation for upcoming projects.

“ASUS is one of those really versatile brands with a wide audience base that allows our team to do some really fun, integrated campaigns across gaming, lifestyle and consumer,” said Karen Coleman (pictured), Managing Director, Archetype. “Working with category creators is part of Archetype’s vision and the creative work we’re doing for ASUS fits that mould – new, exciting and unexpected!”

“We were looking for an agency that could help us think differently and bring big-picture creative thinking to life. We loved Archetype’s approach of big creative thinking married with detailed, cross-channel execution. We look forward to working with Archetype’s passionate team to take our local brand campaigns to the next level,” said Farzeen Quadir-Hegde, Head of Marketing, SYS BG, ASUS, Australia.

The relationship comes after a year of strategic repositioning for Archetype.

“The past year has allowed our teams the space to nail creative thinking and build upon our agency vision to provide strategy-driven creative, content and comms with flawless execution that has true impact for our clients’ business. We’ve invested in our creative and strategy divisions over the past three years and have brought some brilliant senior talent into the agency from diverse backgrounds to complement our comms heritage,” Coleman said.

According to Coleman, the agency has had a strong year despite the challenges, due to the agility of the team and client base.

“We’ve been lucky to have continued to grow significantly, hire strategically and bring on board some amazing new clients – like ASUS,” added Coleman. “Which has helped us find new ways for our clients to engage their customers – from podcast production through to virtual events and award-winning creative social campaigns. We’ve seen existing clients expand their remits and new clients bring us on not just to think big, but also to deliver consistent end-to-end comms. That’s our sweet spot – big creative ideas married with brilliant execution.”

ASUS is a multinational company known for the world’s best motherboards, PCs, monitors, graphics cards and routers. It leads the industry through cutting-edge design and innovations; and was ranked by Laptop Mag as the best laptop brand in 2020.

ASUS joins Archetype’s client portfolio including Ericsson, HTC, Tile, NBA, GitHub, HackerOne, LEGOLAND®, RØDE Microphones, UTS, and Akamai among others.