Saatchi & Saatchi, which already handles the local Tiger business in Malaysia, will work alongside APB's roster of local market agencies, including Leo Burnett in Vietnam and Thailand, and BBH, which won the Singapore Tiger Beer business in December.
Kurt Viertel, managing director of Leo Burnett Singapore, said: “Fundamentally we disagreed on brand direction and management.
We believe to build a truly iconic brand you need to be more consistent and produce more activity to build the brand's core values.”
