The three agencies are JWT Singapore, Exposure from UK and Rothco from Ireland.
This development followed an earlier invitation to seven agencies, which also included Iris, Y&R, Ogilvy & Mather and BBDO, for proposals. The final selection will be announced by first half of this year.
The review is being handled out of Tiger Beer’s headquarters in Singapore. Currently, Y&R is the brand's incumbent regional agency of record, and is working on campaigns such as the recent Languages campaign. Meanwhile, DDB is the incumbent creative agency in Singapore.
Edmond Neo, commercial director at APB, noted that the appointed agency will develop a global campaign for Tiger to be made available for use in all its markets when ready.
“This exercise serves to identify an agency that could best deliver the brand essence of Tiger through compelling and engaging initiatives to bring Tiger to the next level of success.”
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