Zenith secured the business following a review that included the incumbent and APB’s other roster agency Starcom (Media, 15 March). The assignment covers media buying and planning for Tiger Beer in pan-regional media, across Singapore, Malaysia, Vietnam, Cambodia, Thailand, China and Laos. MindShare currently handles the majority of APB’s local market accounts, with Zenith and Starcom handling China and Thailand, respectively.
The appointment comes just after APB hired Saatchi & Saatchi Malaysia for regional Tiger creative in early April, provoking an angry response from incumbent Leo Burnett. Later in April, BBH resigned its Singapore account owing to creative tensions.