Asus taps Tonic The Agency as Australian creative partner of record

August 20, 2025 10:56

International technology company Asus has tapped Tonic The Agency as its Australian creative partner of record.

The announcement comes after both parties collaborated for more than one year over several campaigns, including a fully integrated campaign for the launch of the Zenbook A14, the Copilot campaign, and the translation of international creative for Australian audiences.

As creative partner, Tonic is in charge of delivering creative for brand communications, seasonal and product campaigns, in-store activations and digital, with a focus on Australian consumers.

With the partnership officially cemented, Tonic and Asus are expected to continue delivering campaigns for the latter’s lifestyle and gaming categories throughout the second half of 2025.

Simon Payten, Tonic’s general manager, described the agency’s latest client win as a “milestone” achievement.

“This partnership is a big milestone for us – built on shared ambition, trust and a lot of creative momentum,” Payten said in a media release.

“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.”

Bradley Howe, Asus Australia’s head of consumer, echoed the focus on localisation

“Tonic The Agency has been instrumental in helping us shape how ASUS shows up in the Australian market,” Howe said in the release.

“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.”

Prior to Tonic, Asus’s Australian creative agency was Archetype. Mumbrella has enquired about when Asus and Archetype’s working relationship ceased.

Its newest appointment is not the only celebration Tonic has had in 2025. This year marks its 15th anniversary in market — and the agency refreshed its brand identity to reflect that.