Hasbro consolidates APAC media duties with Mediahub | News | Campaign Asia

Following an international review, Hasbro has handed its Asia-Pacific media business to IPG’s Mediahub effective immediately. 

The remit covers full-funnel strategy, planning and buying across Hasbro’s APAC markets. The IPG shop will run a centralised three-hub structure for Hasbro, led out of Sydney. Mediahub will mirror the model it already deploys for consistency and flexibility for other global brands such as New Balance.

Hasbro’s media duties last shifted in 2020, when WPP’s MediaCom took over the company’s consolidated global account from Omnicom’s OMD. At that point, OMD had a seven-year partnership with the toymaker. 

Under the current contract, Mediahub’s first assignment is a multi-market campaign celebrating the 100th anniversary of Monopoly, one of Hasbro’s most enduring global franchises. Other brands in scope include Play-Doh, Beyblade and a range of classic Hasbro Games titles such as Connect 4, Jenga and Operation.

Sue Squillace, CEO of Mediahub ANZ, said: “Cross-market campaigns are Mediahub’s sweet spot. We know how to drive consistency and scale while flexing to what matters most in each local market. Connecting with kids and parents in today’s evolving media landscape is challenging, so our expertise in kids’ insights and how to connect responsibly will be central to the fun and innovative campaigns we will create.”

Frida Zhang, APAC marketing director at Hasbro, added: “We were looking for a partner who not only understood the dynamics of the APAC region, but could also bring a sharp, integrated approach to media across a diverse set of markets. Mediahub’s proven hub model, strategic depth and creative agility made them the right choice as we elevate the Hasbro brand across Asia Pacific.”