No pitch was held before Carlsberg shifted the estimated S$2 million (US$1.1 million) account, according to its senior executives.
Carlsberg faces a tough time expanding its share in a market dominated by Asia Pacific Breweries' Tiger and Heineken brands. Instead, the brewer has decided to move its brand to the premium end of the market.
"We had been talking to Carlsberg for quite a while and we were involved in a presentation (competitive pitch) a year ago," said TBWA Singapore deputy managing director, Robin Nayak.
Despite losing out a year ago, TBWA executives kept in contact with Carlsberg.
Earlier this year, the agency presented research findings on the beer market to the brewer.
"When we shared our learnings with them, we discovered Carlsberg had been conducting research too and had come to a lot of the same conclusions," said Nayak. "There was a lot of shared beliefs (between TBWA and Carlsberg) in terms of approach to market."
TBWA and Carlsberg have started working activities for next year. TBWA's first assignments will be below-the-line initiatives - sales promotions and direct marketing activities - since Carlsberg has just launched an ad campaign with Saatchis. Nayak said TBWA's sister company Tequila - a direct marketing specialist - would only be called upon to help out if the direct marketing work was complex.
Joseph Tan, TBWA senior group account director, heads the Carlsberg account, reporting to Carlsberg marketing manager Grace Lee.
See p12.