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 in some strategy work".
Sources said Tiger was looking for regional campaign ideas based on a new brand positioning. "This is to really ensure a common thread for the brand," said one source. "It needs a bit more unity in what it stands for."
Sources said Tiger was looking for regional campaign ideas based on a new brand positioning. "This is to really ensure a common thread for the brand," said one source. "It needs a bit more unity in what it stands for."
Buckley added: "We are very happy with the work done by all our agencies, and we are also happy with the relationships with these agencies as it enables the Tiger brand to access some of the great creative teams in the world to develop content for our campaigns. This ain't a pitch; it's asking teams who currently work on Tiger to do some work on Tiger."
