APB Singapore hires Publicis for Heineken

Although neither Publicis nor APB would confirm the news, sources revealed that the account would move to the Publicis Groupe agency.

The secretive review, which began in May, saw the Dutch brand end its 15-year relationship with Bates141 in Singapore. The WPP agency still enjoys a global relationship with Heineken International.

Heineken has recorded steady growth of between 15 to 20 per cent year-on-year in Singapore since Bates began stewarding the brand in 1999, despite increasing competition from Carlsberg and fellow APB-brewed brands Tiger, Anchor and Baron’s.

Marketing highlights of the relationship include the Heineken Green Room, a brand activation concept that brought emerging international music talent to connect with the beer brand’s targeted audience of young professionals through parties and lifestyle events.

APB has reported strong earnings for the first half of this year. Group revenue increased by 14 per cent to US$780 million. 

The Singapore-based brewery recently announced a change in senior management. Roland Pirmez, currently chief executive of Heineken Russia, will succeed longstanding APB chief executive, Koh Poh Tiong, in October.