"Guinness Anchor amicably parted with Y&R in December 2004, after a long and successful 16-year partnership," said Guinness Anchor general manager of marketing, Denis Brown. "We are looking for fresh thinking and ideas to continue the growth trajectory."
Added Y&R MD Rishya Joseph: "We have been the agency of record for Tiger for over 16 years and have been fortunate to work with a truly professional team of individuals.
"When we started working on the business, Tiger had a brand share of eight per cent. We are proud to say today, it is in excess of 20 per cent."
Brown said while Guinness Anchor is not necessarily looking to shift its Tiger brand strategy in the market, it is aiming to "execute with more impact" as it battles with lead player Carlsberg for market share.
Both JWT and Grey, which has Tiger's Football Club direct business, will be paid a fee to pitch. "This is to signal to our agency partners that we're not going to carelessly ask for a stack of work, and to demonstrate our integrity," added Brown.
The review is due to be completed by the end of February.