NEW YORK — ASUS, the Taiwanese tech company known for its gaming computers, has tapped Codeword to bolster the brand among mainstream consumers.

ASUS’ Systems Business Group has charged Codeword with driving awareness of ASUS products among buyers who don’t necessarily have extensive tech knowledge but are seeking top-tier computing experiences, the agency said.

Codeword will work with ASUS on brand-building campaigns, strategic media outreach and consumer-focused thought leadership. The agency will use its expertise in the consumer tech, gaming, and hardware domains to showcase ASUS’s laptops, desktops, gaming devices, and phones.

An ASUS spokesperson said the company selected Codeword after reviewing proposals from other agencies. ASUS launched its search for a firm to handle the remit after internal restructuring, the rep said.

“We’re at an exciting time for the ASUS brand as we take the world’s most innovative technologies to the next level by showing consumers everywhere that our products can enhance their lives,” said Jenny Chang, director of marketing of ASUS’ Systems Business Group. “Creatively and strategically, Codeword has the ambition we need to make this vision a reality. They're pros at making tech lingo as clear as day, and we’re excited to partner and expand ASUS’ brand love.”