H&M appoints APAC media AOR across six markets

H&M has consolidated its media business across six East Asia markets under IPG Mediabrands’ specialist unit, Team Mavericks, following a multi-market pitch. The appointment takes effect from 1 December 2025.

The appointment covers Singapore, Japan, South Korea, Malaysia, Vietnam and the Philippines where IPG Mediabrands previously held the account. This marks the first time the Swedish fashion retailer has centralised its media duties under a single agency in the region.

The win follows similar partnerships between H&M and IPG in LATAM and Eastern Europe.

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“We are absolutely thrilled that the iconic fashion brand H&M has selected IPG Mediabrands Team Mavericks as their trusted media agency partner across our region,” Leigh Terry, CEO of IPG Mediabrands APAC, said.

“We thoroughly enjoyed every touchpoint with the H&M team throughout their selection process and felt in lockstep with their open and collaborative spirit, and their mission to inspire and engage consumers across the region with a fresh and innovative approach to fashion." 

According to IPG Mediabrands, Team Mavericks stood out for its strategic insight, tailored approach, and bold creative concepts — as well as its collaborative energy.

“As H&M continues to evolve as a global fashion brand with strong local relevance, it’s crucial we have a media partner who shares our values of creativity, innovation, and collaboration,” Elin Sandberg, head of marketing, H&M Region East Asia, said.

“Team Mavericks demonstrated an inspiring understanding of our brand and ambition across diverse markets, and we’re excited to partner with them to connect even more meaningfully with our customers across Region East Asia."

The media consolidation follows H&M’s move earlier this year to strengthen its influencer marketing strategy across Asia.

In February, the fashion retailer appointed socially-led creative agency We Are Social to spearhead its regional content creator strategy and engagement. Led out of its Singapore hub, the agency is tasked with developing a regional creator framework, conducting local market research, and managing end-to-end influencer partnerships across key Asian markets — underscoring H&M’s broader push to deepen its brand presence and resonance in the region.

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