The appointment, made in January, expands on Iris’ remit with the Tiger Beer team, beyond the existing sponsorship activation (for Tiger Street Football and Tiger Translate), as well as brand design assignments for the past two years.
The pitch was called late last year. Tiger Beer previously had no single incumbent for its digital duties.
Craig Mapleston, managing director of iris Singapore, said the duties includes consolidating 16 markets globally and creating global content strategy to tell the Tiger brand story.
“We have done the migration of 16 Facebook pages to one global Facebook page for Tiger Translate and Tiger Street Football,” he told Campaign Asia-Pacific.
Iris will consolidate and refresh Tiger’s global and local digital and social media properties from April to add real depth to the new Tiger brand expression.
Mapleston said Iris has created a branded content platform that reveals the drivers of Asia’s modern cultural renaissance, as Tiger embraces its Asian heritage.
“Using Tiger’s digital and social assets, we can share these stories, amplify Tiger’s real-world activities from around the world and create a new level of active participation with the Tiger brand,” he added.
Tiger Beer will be relaunching tigerbeer.com next month, while Iris has taken an editorial approach to Tiger’s social media presence, providing real-time access to the broad range of Tiger Street Football and Tiger Translate events across the globe, plus connecting social media communities to the unique stories and people that are shaping the future of urban Asia.