Japanese sports shoe brand Asics makes Reprise its first ever Singapore agency of record

Japanese sports footwear firm Asics has appointed Reprise Singapore as its first ever agency of record for the country, following a multi-agency pitch.

The contract includes media planning and buying “with a strong emphasis on performance marketing”, Reprise told Mumbrella.


IPG Mediabrands, which is the holding company for Reprise, said it was “the first major client win” since the restructuring in the summer of 2017 which saw the merger of Society and Ansible under the Reprise banner.

Those legacy clients that were already on board include Toast Box, Nestle Sjora, Nexus International School and Schneider Electric. The agency put the win down to Reprise’s “client centric data-driven approach”.

Asics Asia marketing director Gabriel Yap said: “Reprise was able to demonstrate dynamism and vigour in their approach, key traits we believe are critical in today’s highly evolving landscape.

“Their belief in placing consumer experience at the heart of their work, was also instrumental to showcasing their winning edge.”

It’s all about the science, says Teo

Reprise head of Singapore Jacob Teo added: “The science and innovation that sit at the heart of the Asics business make them the perfect alignment for the Reprise integrated full service digital agency offering, and we were very keen to collaborate with them as they embark on their transformation journey across digital, with a renewed focus of linking paid channels into demand generation and ecommerce.”

Reprise is headquartered in New York and has more than 41 offices around the world, the APAC HQ being in Singapore.

Asics meanwhile stands for Anima Sana In Corpore Sano – a Latin phrase meaning ‘A Sound Mind in a Sound Body’. The company was founded more than 60 years ago by former military officer Kihachiro Onitsuka.  


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