David Blecken
Mar 27, 2015

Tiger Beer appoints TSLA as first global digital AOR

GLOBAL - Tiger Beer has appointed The Secret Little Agency (TSLA) as its first global digital agency-of-record following a closed-door pitch.

Ye calls Tiger's appointment of a Singapore agency
Ye calls Tiger's appointment of a Singapore agency "culturally significant"

Tiger Beer will continue to work with Droga5, its global creative agency-of-record, and with BBDO in Singapore, which the brand holds on a retainer. TSLA was not able to comment on the value of the account but it is understood that Tiger's digital spending has been between US$2 to $3 million in recent years. 

Nicholas Ye, co-founder and chief executive of TSLA, told Campaign Asia-Pacific that the win was “culturally significant” in that Tiger, a Singaporean brand, was now working with a local Singaporean agency for a significant portion of its marketing activities.

“We’re very happy [the account] is returning to Singapore and to a Singapore agency,” Ye said. As well as Singapore, the account encompasses North America, the UK, China, Hong Kong, Malaysia, Thailand, Vietnam and Australia.

In a statement, Cindy Lin, who is responsible for regional marketing and sales for Tiger parent company Heineken, said that “TSLA had a truly unique take on our digital challenge—one that marries world-class creativity with Asian touch”.

Hanyi Lee, TSLA's chief creative officer, noted that "we have spent the last few years cultivating a global centre of creative excellence here in Asia for brands like Tiger".

According to the statement, the agency’s Asian insights council and creative and technology practices will work to produce digital campaigns, engagement and governance for the brand.

Heineken acquired Tiger Beer in 2012 in a deal worth US$4.5 billion. TSLA has been recognised as a top agency in Campaign’s Agency of the Year awards for the past two years, and features in Campaign UK’s listing of the world’s leading independent agencies.

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