The creative assignment for the Singapore home market remains unchanged with DDB.
Leo Burnett has been working with Asia-Pacific Breweries' regional marketing team on developing the brand strategy since 2001. The latest regional line-up groups China, Taiwan, Hong Kong, Korea and Japan for the first time into one portfolio.
Prior to the appointment, Tiger Beer focused its marketing activities in China, handled by Bates.
Tiger Beer has been using 'capturing Asia's spirit' as the essence of the brand in previous regional campaigns such as 'Quest'. Leo Burnett regional managing director Richard Pinder said while future direction had still to be worked out, it would "apply the brand essence to the local markets in how the market perceives that essence".
APB director of group marketing Chris Kidd said the rationale for appointing a single agency to handle the region was to achieve "consistent brand positioning across North Asia to drive Tiger Beer's core brand message home", in order to strengthen the beer brand in those markets.