APB hands Tiger to Y&R

ASIA-PACIFIC Asia Pacific Breweries (APB) has named Young & Rubicam Brands as its creative brand planning partner, as it hones its regional brand positioning for its flagship product, Tiger Beer.

The WPP agency's selection follows a pitch that included the beer's four global incumbents: Y&R (UK, Europe and US), Leo Burnett (regional), Saatchi & Saatchi (Malaysia), BBDO (Singapore), along with M&C Saatchi.

APB group commercial brand champion Ray Poletti said Y&R will be charged with developing a new brand architecture to encompass Tiger Beer's different positions in various Asia-Pacific markets. "We have been evolving the brand architecture and strategy for a couple of years," said Poletti. "This recent change completes the way we want to portray the brand."

In addition, Y&R has been tasked with devising the creative brief that will drive all of Tiger's communication. This is expected to form the basis of an upcoming creative pitch, which is likely to again involve Tiger's incumbent agencies.

"The intent is to execute regionally," said Poletti, noting that Tiger's 'premium' strategy in the West would remain markedly different. 

"Ultimately, the challenge is to be a brand that engages consumers on a deeper level, where the reason for consumption is beyond just taste, but resonates on a deeper philosophical level, without going into complete and utter wank," said Y&R Brands regional creative planning director  Rob Campbell, who led his agency's pitch.

The regional strategy pitch was called in June of this year, shortly before Tiger Singapore also announced a review of its local advertising brief, currently handled by BBDO.

That process, managed by R3, has reportedly reached the shortlist stage with four agencies — BBH, TBWA, DDB and David — believed to be in the fray along with the incumbent. Representatives from R3 and each of the agencies declined to comment while APB Singapore could not be reached at pree time.