The surprise result caps the culmination of a pitch process that lasted almost six months, under the supervision of consultancy R3.
From more than 22 agencies that initially responded to Asia Pacific Breweries' (APB) initial tender, the selection exercise eventually reached a shortlist of five agencies - also including TBWA and DDB - before being whittled down to three. While several sources contacted by Media expressed surprise at the choice, it is believed that APB's selection of BBH reflects a determination on the part of the client to depart from traditional practices.
From more than 22 agencies that initially responded to Asia Pacific Breweries' (APB) initial tender, the selection exercise eventually reached a shortlist of five agencies - also including TBWA and DDB - before being whittled down to three. While several sources contacted by Media expressed surprise at the choice, it is believed that APB's selection of BBH reflects a determination on the part of the client to depart from traditional practices.
The agency has reportedly devised a big thematic idea that will run across all media for Tiger.
The win follows BBH's capture of a US$1.9 million account from Singapore's Land Transport Authority, marking a welcome shift for an agency that has often relied on globally-aligned business in Asia.
