Mediahub wins Hasbro account

Mediahub’s remit includes full-funnel media strategy, planning and buying across Hasbro’s APAC markets delivering a fully centralised approach via a three-hub model, led out of Sydney. The structure replicates the successful hub-based model Mediahub operates for other global brands such as New Balance, providing strategic consistency, operational efficiency and flexibility to tailor for local market nuances.

The appointment will see Mediahub support Hasbro’s portfolio of iconic brands, including Monopoly, Play-Doh, Beyblade and Hasbro Games such as Connect 4, Jenga and Operation.

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

“Hasbro has some of the most loved and recognised brands in the world, and we’re thrilled to partner with Hasbro across the region and help continue to grow the world’s best toy brands,” Squillace concluded.

Frida Zhang, APAC Marketing Director, Hasbro said: “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.”

The partnership has already kicked off with Mediahub already working on the launch of a high-impact, multi-market campaign celebrating Monopoly’s 100th anniversary.