ASUS
Marketing lead: Samantha Mikhael (Consumer Marketing Lead, since 6 Oct 2026) · Total appointments: 2
Roster: Tonic (unspecified), G Squared (digital) SMALL ROSTER
Loyalty indexNot enough data2 records, needs 3
Avg tenureNot enough data2 records, needs 3
CMO effect0 of 2new CMOs, change in 12 mths · based on 4 records
Next reviewNot enough data2 records, needs 3
Account barcode Solid cells: agency of record at year end. Hatched rows: seen in campaign credits, not an appointment
unspecified
242526
digital
242526
TonicG SquaredNone recorded
Agency roster by discipline Tenure in years
| Discipline | Agency | From | To | Tenure | Retained |
|---|---|---|---|---|---|
| digital | G SquaredCURRENT | 6 Oct 2026 | Now | 0.0 | 0 |
| unspecified | TonicCURRENT | 20 Aug 2025 | Now | 1.2 | 0 |
Pitch predictor How it works
Not enough history to predict (2 records, needs 3 including at least two completed agency relationships).
Full history Every pitch, review, win and retention
| Announced | Decided | Type | Discipline | Incumbent | Winner | Also pitched | Est. $m | Status | Source |
|---|---|---|---|---|---|---|---|---|---|
| 6 Oct 2026 | 6 Oct 2026 | appointment | digital | G Squared | reported | via B&T | |||
| 20 Aug 2025 | 20 Aug 2025 | appointment | Tonic | confirmed | via Mediaweek |
Marketing leaders
| Person | Title | From | To |
|---|---|---|---|
| Samantha Mikhael | Consumer Marketing Lead | 6 Oct 2026 | Now |
| Hale Mehmet | National Marketing and Communications Manager | 6 Oct 2026 | Now |
On the record Short paraphrases with links
AGENCY SAYS Photios said G Squared was delighted to take on ASUS. George Photios · the move · via B&T, 6 Oct 2026 · paraphrased
WHY THEY WON Mikhael said G Squared stood out for sharp strategic thinking, a collaborative way of working and a clear grasp of the customer and category. Samantha Mikhael · the move · via B&T, 6 Oct 2026 · paraphrased
AGENCY SAYS Payten said Tonic was pleased to take on ASUS, and flagged big plans for the next phase. Simon Payten · the move · via Mediaweek, 20 Aug 2025 · paraphrased
WHY THEY WON Howe welcomed the appointment of Tonic without spelling out a specific reason. Bradley Howe · the move · via Mediaweek, 20 Aug 2025 · paraphrased