Although the appointment has yet to be finalised, it is believed APB needs help with its trade marketing and instore activity and has been courting the WPP agency. The assignment would not include advertising, an account which was resigned by BBH (Media April 18) after four months working on the business.
It is unclear whether APB is searching for an agency to replace BBH, as the business is "now largely redundant", according to a source. A new agency will be expected to adapt regional work created by Saatchi & Saatchi Malaysia, the incumbent for APB regional.
