ASUS appoints Tonic The Agency as Australian creative partner of record

After collaborating for more than a year, ASUS has formally appointed Tonic The Agency as its creative partner of record in Australia.

The independent agency has worked across ASUS’ lifestyle and gaming portfolios since 2024, including the national launch of the Zenbook A14 and the TikTok-native CoPilot campaign designed to connect the brand with younger audiences. It has also adapted global creative for the local market.

The remit now expands to leading ASUS’ creative across digital, product and seasonal campaigns, in-store activations and brand communications – bringing a distinctly local lens to the brand’s global positioning.

“This partnership is a big milestone for us – built on shared ambition, trust and a lot of creative momentum,” Simon Payten, general manager at Tonic, said. “Over the past year, we’ve had the chance to immerse ourselves in the ASUS brand. This next chapter gives us the opportunity to think bigger, move faster and drive deeper local connections.”

Bradley Howe, head of consumer, SYS BG, ASUS Australia, said Tonic had played a key role in shaping the brand’s presence locally.

“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.”

The ASUS–Tonic partnership continues into the second half of 2025 with campaigns planned across both gaming and lifestyle categories.