BBH Asia-Pacific MD John Hadfield said in a statement: “We had a very compelling proposition for Tiger and still enjoy a great relationship with the local team, so it is particularly frustrating that we will not be able to bring this to fruition.
Initial feedback from the client was very positive and it would have been a privilege to work on what is an iconic Singapore brand.”
The agency emerged triumphant from a six-month pitch process to land the business in December 2006, displacing incumbent BBDO.
It is believed that the agency had differences of opinion with Asia Pacific Breweries’ regional Tiger Beer team.
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