Matthew Miller
Jul 31, 2013

Asus appoints Bates CHI&Partners for global campaign

SINGAPORE - Taiwan consumer-electronics maker Asus has appointed Bates CHI&Partners to a global remit for the next phase of its 'In search of incredible' campaign after a three-way pitch.

Asus: seeking
Asus: seeking "immersive digital experience"

The six-month remit is for the next stage in the client's Effie-winning campaign across 14 markets globally: China, Taiwan, Australia, Japan, Malaysia, Singapore, the UK, Denmark, France, Italy, Sweden, Spain, Russia, and the US.

The agency is tasked with creating a fully integrated campaign that "creates an immersive digital experience".

Bates CHI&Partners' Singapore and Taiwan teams partnered on the pitch against two other international agencies, according to CEO David Mayo. 

Jeff Yang, Asus marketing director, said in a statement that Bates CHI&Partners were 'agile and fast' and developed a new approach to the platform with digital at the centre. 

According to Mayo, Bates has racked up more than $70 million in new billings, including Asus and InterContinental Hotels Group (IHG), which in January appointed Bates as lead marketing agency across Asia, the Middle East and Africa following a three-way pitch. Bates CHI&Partners is also global agency of record for IHG's InterContinental Hotels and Resorts. 
"Once is a lucky chance," Mayo said. "Two is a pattern emerging. And three is really convincing evidence of clients taking us seriously." The win proves the "young network" is punching above its weight and inspiring confidence among new clients, he added.

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