The agency will become the first agency-of-record for Corona across the Asia region and will lead creative duties out of Singapore across its network. It will cover through-the-line advertising, digital services plus promotional and activation-based campaigns for Corona in key countries in the region.
The appointment also marks a first major advertising role that Corona has awarded in Singapore and concludes a pitch process that began in September 2008.
Corona’s regional creative business was previously split among several agencies by market and at least three agencies including Ogilvy, McCann Erickson and Arc were reportedly pitching for the business. The beer brand previously focused on below-the-line activities through distributors across Asia.
“We have been really impressed with the TBWA approach to this brief right from the start,” said Sergio Inclán, Grupo Modelo’s director for Asian Markets. “The team at TBWA Singapore have shown that they really understand the unique values of the Corona brand.”
Corona Extra is currently the fifth most popular beer worldwide and the only Mexican brand among the top ten. It is, however, facing increasing competition as an imported brand all over the world and will continue to develop its brand globally.
“Corona is without doubt one of the great beer brands of the world and we are absolutely delighted to be working with a brand of this stature,” added Dan Paris, MD for TBWA\Group Singapore.”
