ASUS Appoints Mirum to Drive Global Campaign for PC Business

Taiwan consumer electronics company ASUS has appointed Mirum to handle its global campaign for its PC business. The appointment marks Mirum’s largest win since the J. Walter Thompson agency was launched in January of this year as an amalgamation of various JWT agencies across the world.

Mirum Asia Pacific CEO Nanda Ivens led the collaboration between all the different Mirum offices across the region to win the pitch assisted by the leads for the agency’s creative social, planning, and technology teams as well as as well as senior regional planning and creative leadership from J. Walter Thompson.

At the launch of Mirum, Ivens said, “Mirum is all about collaboration, and our borderless approach allows us to leverage innovation and talent from across our global network in real time.” This major achievement is the realization of those ideals which illustrates exactly what Ivens set the company out to do.

ASUS head of marketing Erik Hermanson is more than pleased to have handed the account for its PC business to Mirum. “Mirum showed innovative thinking, both in terms of strategy, platforms and insight, and that was exactly what we were looking for”.

“Mirum’s mission from the onset was to operate as one of the most connected agencies in the world,” added Dan Khabie, Mirum Global and North America CEO. “This win validates and amplifies not only how we work as a network but also how we can seamlessly partner with J. Walter Thompson to deliver a global strategies and solutions.”

Mirum is going to have its work cut out for it as the PC industry is expected to be on the decline throughout the rest of 2015. Intel CEO Brian Krzanich calls the year “challenging” for the industry after seeing a drop in PC shipments in the first quarter of the year. Research firm Gartner in July announced that the downward trend continued in the second quarter of the year, with shipments at 90.5% of the corresponding period in 2014.

According to the same report, ASUS has managed to overtake Acer as the world number four PC maker for this past quarter by a smidgen as Acer suffered a negative 20% year on year growth while ASUS PC shipments went down 10.2%.

The top five PC makers based on 2015 shipments are Lenovo, HP, Dell, Asus, and Acer Group.

[header image courtesy Mirum/JWT]