SYDNEY — ASUS has tapped Archetype to serve as its creative agency in Australia as part of a larger plan to boost the brand across the region.

ASUS hired Archetype as its first Australian integrated communications partner. Previously, the consumer electronics company, which is best known for computer hardware, handled PR internally and worked with agencies, including Archetype, on per-project bases.

There was no formal agency review.

Archetype will handle creative campaigns aimed at driving brand awareness for ASUS as well as solidifying its place in new categories as products roll out. The firm will work with agencies that handle other ASUS business like media and activations.

"We were looking for an agency that could help us think differently and bring big-picture creative thinking to life,” said Farzeen Quadir-Hegde, ASUS’s marketing head in Australia. “We loved Archetype's approach of big creative thinking married with detailed, cross-channel execution. We look forward to working with Archetype's passionate team to take our local brand campaigns to the next level.”