ASICS makes a bigger push into performance with new agency appointment

ASICS has chosen Reprise, the full-service digital-first performance marketing agency within IPG Mediabrands as its Singapore agency following a pitch. ASICS said Reprise was chosen for its "client centric data-driven approach". Reprise will be handling the integrated media planning and buying duties with a strong emphasis on performance marketing.

Gabriel Yap, marketing director for ASICS Asia said, “We are excited about this partnership, Reprise was able to demonstrate dynamism and vigor in their approach, key traits we believe are critical in today's highly evolving landscape. The agency's belief in placing consumer experience at the heart of their work, was also instrumental to showcasing their winning edge.”

Reprise' client win comes in line with the launch of the new agency structure in May this year. ASICS will be the latest brand to join the stable of Reprise Singapore clients which also includes Toast Box, Nestle Sjora, Nexus International School, and Schneider Electric.

Jacob Teo, head of Reprise Singapore said that this would make a “noteworthy win” for the company. “The science and innovation that sit at the heart of the ASICS business make them the perfect alignment for the Reprise integrated full service digital agency offering, and we were very keen to collaborate with them as they embark on their transformation journey across digital, with a renewed focus of linking paid channels into demand generation and ecommerce,” he added.

“This win is testament to our new agency structure under IPG Mediabrands in Singapore. Of our three major agency brands, (also including UM and Initiative), Reprise focuses on the total digital consumer journey and the integration of online with offline,” David Haddad, CEO IPG Mediabrands Singapore said.

Last month, IPG Mediabrands Malaysia elevated the role of Darren Yuen, previously the managing director of BPN Malaysia, to group managing director of the newly unified Reprise.

This comes after IPG Mediabrands rolled Society and Ansible under the Reprise banner earlier this year, creating a new full-service global performance media marketing unit offering capabilities across digital channels, content creation, product and web development, as well as e-retail and commerce. The unified Reprise will continue to partner with and support UM and Initiative, the global media networks within IPG Mediabrands, as well as cultivate its own client base.