Saatchis, which already handles the local Tiger business in Malaysia, will work with APB's roster of local market agencies, including BBH, which won the Singapore Tiger Beer business in December, and Leo Burnett in Vietnam and Thailand.
"Fundamentally, we disagreed on brand direction and management," said Kurt Viertel, MD of Burnett Singapore. "We believe to build a truly iconic brand, you need to be more consistent and build on the brand's core values."
Strategic differences between APB and its local operating companies have meant varied and contrasting advertising campaigns have run locally and regionally. Saatchis' brief is expected to involve finding greater consistency to fuel Tiger's expansion in Asia.
Saatchis Malaysia also handles Guinness in Malaysia, which is jointly owned by APB and Diageo.
