Burnett takes Anchor off Batey and Bates

SINGAPORE: Faced with declining sales of local beers, Asia Pacific Breweries (APB) has aligned its Anchor Beer business for Singapore and Malaysia with Leo Burnett. The agency took the account off Batey Ads in Singapore and Bates in Malaysia without a formal pitch. No decision has been made on the media agency. The brewer is looking to reposition the brand in the face of heightened competition from overseas brews. John Borzi, Leo Burnett managing director in Singapore, said: "In Singapore, the brand has been on the decline in terms of brand share, so we'll be making Anchor relevant to younger drinkers. "Anchor needs to achieve three things with its marketing - win over younger Singaporeans who are drinking spirits, get them into the habit of drinking beer regularly and ensure that Anchor increases its market share without cannibalising sales from APB's Tiger Beer." Imported beer volume to Singapore rose 5.2 per cent last year, while consumption of local beer was down 8.5 per cent, according to government statistics. The win gives Burnett three APB brands in the region, including Tiger in Vietnam and Indonesia and Heineken in Japan, Taiwan, Thailand and Australia.

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