Bite appointed by Jawbone for Up launch in Asia

The appointment came without a pitch, as Bite has a longstanding relationship with the client, Rosemary Merz, group director, Hong Kong, told Campaign Asia-Pacific.

Bite will direct a comprehensive media relations program to generate positive awareness for UP while growing Jawbone’s brand equity in Hong Kong, China, Singapore and Australia, according to the agency.

The campaign will focus on media relations and online influencers.

"The approach is focusing on Jawbone's ability to take technology and make it as user-friendly and dynamic as possible, and relevant to people's lives," Merz said. "From a media point of view, the best way for us to be able to communicate the benefits of the product is to get the product into the hands of the media themselves."

Jawbone has previously worked with Bite on products including the Era and Icon Bluetooth headsets and Jambox and Big Jambox wireless speakers.