APB Singapore assistant GM for marketing Erik Van Vulpen declined to comment on the company’s regional team but said that his local team was happy with BBH’s work. “Definitely, there were no complaints from us about the quality of the work or the passion of BBH,” he said. “It is a very good agency.”
It is believed that the BBH creative idea, supported by the local client, was ultimately rejected by APB regional. While Tiger is a mass-market brand in Singapore, the regional team is thought to be considerably more focused on a premium brand image.
Meanwhile, the brand is set to roll out a new regional TV campaign developed by new regional AOR Saatchi & Saatchi Malaysia, although it remains unclear whether the spot will air in Singapore.
Van Vulpen also declined to comment on whether the local Singapore business, estimated at S$10 million (US$6.6 million), would now shift into Saatchis, or would be put up for pitch again. Last year’s creative review saw Tiger incumbent BBDO displaced after a six-month process that included 22 contenders.
Meanwhile, APB has reportedly appointed Edmund Neo as its new regional director for group commercial, allowing Les Buckley to focus on the Southeast Asia and Oceania markets.
