APB taps agencies for Tiger strategy

Asia-Pacific Breweries (APB) has asked its agencies to come up with new strategic ideas for Tiger, in a bid to harmonise the beer's brand positioning in the region. <BR><BR> While APB group commercial director Les Buckley denied that the process amounted to a pitch, he did confirm that Leo Burnett, BBDO Singapore, Saatchi & Saatchi and Y&R had been asked to "assist us in some strategy work". Sources familiar with the situation noted that Tiger is looking for regional campaign ideas based on a new positioning for the brand. <BR><BR> "This is to really ensure a common thread for the brand," said a source. "They need a bit more unity for what the brand stands for."