H&M appoints IPG Mediabrands as APAC media AOR across six markets

The three-year mandate that begins December 1, 2025 will be serviced by a dedicated cross-network team ‘Team Mavericks’

by e4m Staff
Published: Oct 10, 2025 7:44 AM | 2 min read

H&M has named IPG Mediabrands its media agency of record across six Asian markets that includes Singapore, Japan, South Korea, Malaysia, Vietnam and the Philippines following a multi-market pitch.

The three-year mandate that begins December 1, 2025 will be serviced by a dedicated cross-network team ‘Team Mavericks'.

The move marks the first time the Swedish fashion major has centralized media duties with a single agency across this swath of Asia.

Read On: India remains a priority market: H&M’s Helena Kuylenstierna

In the Philippines, IPG Mediabrands had already been the incumbent; the expanded remit consolidates strategy, planning and buying, with data and analytics support aligned to H&M’s brand and commerce goals in the region.

Leigh Terry, CEO of IPG Mediabrands APAC, told global publications that H&M’s selection of Team Mavericks reflects a strong strategic fit and shared working style, highlighting the unit’s clear insight, tailored approach and ability to pair performance rigor with bold creative thinking across East Asia. He added that the team’s collaborative energy through the review aligned closely with H&M’s ambition to engage consumers with fresh, innovative fashion storytelling at scale.

Seeking to deepen its resonance across Asia, the fashion giant appointed creative agency We Are Social in February to lead its regional content creator and engagement strategy. Working from its Singapore hub, the agency's primary mandate is to cultivate influencer partnerships across key Asian territories. This scope involves not only establishing a unified regional framework and conducting localized market research but also managing these collaborations end-to-end.