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,...

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