Robin Hicks
Jan 15, 2009

Profile... Candid Singaporean out to revive ailing Tiger

Beer marketing veteran Edmond Neo is charged with restoring the city's famous brew to its former glory.

They take fun seriously in Singapore, says Edmond Neo, the group commercial director of Asia-Pacific Breweries APB, with an impish grin.

The amiable 43-year-old Singaporean is referring to APB’s efforts to inject some youthful exuberance back into Tiger Beer, its flagship brand, which not long ago had lost its way in its home market.

Neo has been pegged as the man to restore Tiger to former glories in the city-state,...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
How Mindshare helped KFC take on e-sports with AI
Premium
1 day ago

How Mindshare helped KFC take on e-sports with AI

CASE STUDY: Using AI to engage League of Legends gamers saw KFC's stock rise dramatically in China.

Premium
Fast-changing Cambodia calls for an experimental attitude to marketing
Premium
1 day ago

Fast-changing Cambodia calls for an experimental ...

We explore a fascinating market that is driving forward on a mixture of traditional "who can shout loudest" techniques; popular KOL campaigns and new highly reactive strategies tailored for the mobile era.

Premium
Maxis tries to make network quality interesting
Premium
1 day ago

Maxis tries to make network quality interesting

With Ensemble and Initiative, the Malaysian telco takes a good stab at explaining something people generally don't want to hear about.

Premium
YouTube closes 210 accounts over Hong Kong 'influence operations'
Premium
1 day ago

YouTube closes 210 accounts over Hong Kong ...

Meanwhile, Facebook removed 89 Facebook accounts it said were engaged in “coordinated inauthentic behaviour” in Myanmar.