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Brands › ASUS

ASUS

As at 16 Oct 2026, AccountMoves records 2 current agencies for ASUS: Tonic (creative, since 20 Aug 2025), G Squared (digital, since 6 Oct 2026). Agency changes reported since 2016: 0. Last reported move: 6 Oct 2026. Based on reported moves only, with sources.

Marketing lead: Samantha Mikhael (Consumer Marketing Lead, since 6 Oct 2026) · Total appointments: 2

Roster: Tonic (creative), G Squared (digital) Small roster

Agency changes on record since 20160based on reported moves only
Tenure on recordNot enough history0 ended relationships on record, needs 2 · 2 current

Last review on record: 6 Oct 2026 · Marketing lead since: 6 Oct 2026 (source)

Agency timeline Which agency has held each account, by discipline

creative
Tonic TonicConfirmed appointment
creative, 20 Aug 2025 to now · 1 yr 2 mth
Sources: Mediaweek · Mumbrella
TonicConfirmed · 1 yr 2 mth
media
No agency on record
Vacant on record
digital
G Squared G SquaredReported appointment
digital, 6 Oct 2026 to now · 0 mth
Sources: B&T
G SquaredReported · 0 mth
202420252026

Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.

Agency roster by discipline Tenure in years

DisciplineAgencyFromToTenureRetained
creativeTonicCurrent20 Aug 2025Now1.20
digitalG SquaredCurrent6 Oct 2026Now0.00

Agency changes on record Since 2016 · based on reported moves only

No agency changes with a named incumbent have been reported for ASUS since 2016. That means none were reported, not necessarily that none happened.

Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.

Full history Every pitch, review, win and retention

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
6 Oct 20266 Oct 2026appointmentdigitalG Squaredreportedvia B&T
20 Aug 202520 Aug 2025appointmentcreativeTonicconfirmedvia Mediaweekvia Mumbrella

Marketing leaders

PersonTitleFromTo
Samantha MikhaelConsumer Marketing Lead6 Oct 2026Now
Hale MehmetNational Marketing and Communications Manager6 Oct 2026Now

Stated reasons and comments Paraphrased, with source links

AGENCY SAYS Photios said G Squared was delighted to take on ASUS.
delighted
George Photios · the move · via B&T, 6 Oct 2026 · paraphrased
WHY THEY WON Mikhael said G Squared stood out for sharp strategic thinking, a collaborative way of working and a clear grasp of the customer and category.
strategic thinkingpartnershipaudience understanding
Samantha Mikhael · the move · via B&T, 6 Oct 2026 · paraphrased
AGENCY SAYS Payten said Tonic was pleased to take on ASUS, and flagged big plans for the next phase.
ambitiousnext chapter
Simon Payten · the move · via Mediaweek, 20 Aug 2025 · paraphrased
WHY THEY WON Howe welcomed the appointment of Tonic without spelling out a specific reason.
Bradley Howe · the move · via Mediaweek, 20 Aug 2025 · paraphrased