Tiger Beer appoints Iris and G2

The 15-month project, which kicked off last month, will see Iris developing through-the-line campaigns supporting the brand's sponsorship activities in a number of markets.

Iris won the business after a four-way pitch that involved DDB, Saatchi & Saatchi and G2. Sources suggest that G2 has also been appointed to handle the activation and digital component, but an APB spokesperson refused to comment on G2’s appointment, only confirming Iris’ appointment.

Craig Mapleston, managing director of iris Singapore, said: “Tiger is one of the strongest brands in the region and this [win] is testimony to our depth in consumer understanding and our vision of how to further develop Tiger’s sponsorship initiatives.”

The APB spokesperson also clarified that Saatchi & Saatchi will be responsible for developing the Tiger's regional and international thematic and credential communication campaigns across all media.

Dean Taylor, Saatchi & Saatchi CEO for Singapore and Malaysia, said he welcomed the opportunity to work with Iris.

“We have worked with them before on Sony Ericcson and they have great skills in events and activation."

Tiger Beer is owned by Asia Pacific Breweries (APB), a joint venture between Heineken International and Fraser and Neave. The company currently controls 30 breweries in 12 countries in the Asia-Pacific region, selling over 120 brands of beer and beer variants.

APB’s other brands include Heineken, Anchor, Baron’s Strong Brew and ABC Extra Stout.