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

H&M has appointed IPG Mediabrands as its media agency of record across Singapore, Japan, South Korea, Malaysia, Vietnam, and the Philippines, following a competitive multi-market pitch.

The three-year appointment, effective December 1, 2025, will see IPG Mediabrands establish a dedicated unit called Team Mavericks to service the fashion retailer’s account.

The win builds on H&M’s existing relationship with IPG Mediabrands, which already handles media duties in Latin America and select Eastern European markets. It also marks the first time H&M has consolidated its media business across SEA and Japan and Korea under a single agency. 

“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,” said Leigh Terry, CEO of IPG Mediabrands APAC. “We felt in lockstep with H&M’s open and collaborative spirit and their mission to inspire and engage consumers across the region with a fresh and innovative approach to fashion.”

Team Mavericks was selected for its strategic insight, tailored approach, and creative media thinking, according to both parties. 

Elin Sandberg, head of marketing for H&M Region East Asia, said the appointment reflects the brand’s ambition to drive stronger local relevance while streamlining strategy across markets.

“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. Team Mavericks demonstrated an inspiring understanding of our brand and ambition across diverse markets,” she said.