Beck's, which was recently acquired by Belgian brewery group Interbrew, is believed to be wanting to increase its share of the import market, which is dominated by Japanese and American brands as well as Heineken.
Saatchis won the pitch against D'Arcy, McCann-Erickson and Batey.
"What impressed us most about Saatchis was its attitude,
said Vivian Chen, brand manager at Tait Marketing and Distribution.
"(Saatchi's) presentation met the outline of the brief but besides strategy and creative, it offered impressive consumer insights,
she said.
Added Saatchis chief executive officer Neil Hardwick: "We ticked off everything in the brief, and then we wowed them with strategy... (for the creative part,) we turned the agency bar into a Beck's-themed bar."
The media planning and buying assignment was awarded to Zenith.
