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Asics Marketing People on the Move

Asics boosts integrated marketing division hiring Robin Karakash and Olivier Mignon


By John McCarthy, Opinion editor

September 22, 2017 | 2 min read

Asics Europe has hired two new faces to give its newly launched integrated marketing communications division a foot up against its rivals.

Karakash and Mignon

Karakash and Mignon

Robin Karakash joins the company in the newly-created role of director of integrated marketing communication EMEA. He has been tasked with leading the team and will report to Asics' vice-president of marketing EMEA, Björn Hamacher.

On top of this, Olivier Mignon joins Asics Europe as director of sports marketing EMEA. He will oversee the brand's running, tennis, athletics and indoor strategy while also reporting into Hamacher.

The hires come amid a marketing shakedown from the brand, which launched a new global proposition in July titled 'I Move Me' to dial up its relevance towards a broader audience.

The integrated marketing communication team will integrate both old and new divisions including digital content creation, social media, media planning, PR, community management, entertainment management and digital service.

Hamacher said: “We are extremely excited about the appointment of Robin and Olivier, both being well-experienced marketeers with strong track-records.

“Our ambitions are high for the new EMEA marketing division and the addition of Robin and Olivier is only the beginning of our journey to connect in a more meaningful way with our Asics target audience and provide them with content and experiences, which truly matter to them.”

Mignon has a history in the company, having previously overseen the France and the South West Region, whereas Karakash joins from creative agency VCCP Berlin.

Asics Marketing People on the Move

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