ASUS makes appointment for global marketing duties

Asus Tek Computer has appointed Mirum Asia Pacific for global marketing duties on its PC business.Asus has confirmed the win to Marketing and added that the agency will help create create a global toolkit in order to execute campaigns across all platforms, spanning digital and traditional media. The appointment came following a pitch. Mirum will lead the account, backed by a joint Mirum-J. Walter Thompson agency team.“We are thrilled to be appointed by ASUS.  This presents an exciting opportunity to work with a truly dynamic brand in a very competitive market,” said Nanda Ivens, Asia Pacific CEO for Mirum.Ivens, who led the pitch, worked with digital creative, social, planning and technology leads from Mirum’s offices across the region, as well as senior regional planning and creative leadership from J. Walter Thompson, to develop the strategy and creative idea that won the pitch.“Mirum showed innovative thinking, both in terms of strategy, platforms and insight, and that was exactly what we were looking for,” said Erik Hermanson, ASUS head of marketing.Meanwhile, Razorfish Hong Kong works with ASUS on its ZenFone account. Earlier last week, the agency launched a campaign to create 100 Days of Zen – a 100 day long social engagement. The photo competition encouraged people to create and share surreal user-generated images of their own, using a series of photos taken on the ZenFone 2 as their inspiration.