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.

Related Articles

Just Published

2 hours ago

Brands should focus on optimisim, connection and ...

As Ramadan continues to face physical restrictions, brands should focus on connecting people online, giving back to the community and building on optimism of better times to come, says M&C Saatchi Indonesia.

2 hours ago

Grab and Gojek reveal Ramadan campaigns

Two delivery giants in the region kick off the holy month with unconventional films.

3 hours ago

Cannes Lions announces 51% female jury list

Unfortunately, APAC still appears to be woefully under-represented.

3 hours ago

A disjointed Wavemaker reinvents itself

Despite being only three years old, Wavemaker was in need of a revamp when global CEO Toby Jenner joined at the end of 2019. It hadn't established a strong identity and its performance was weighted in a few strong markets. Did it manage to rebalance in 2020?