Sara Kimberley
Feb 23, 2012

Tiger Beer kicks off global advertising review

GLOBAL - Asia Pacific Breweries is reviewing its global advertising arrangements for its Tiger Beer brand.

Tiger Beer kicks off global advertising review

The appointed agency will be responsible for handling the beer brand’s global advertising as well its digital engagement and social media across the UK, US and Asian markets.  

Representatives from Asia Pacific Breweries, in which Heinken owns a significant stake, have approached a number of agencies about the review for its flagship brand, which is available across 60 countries worldwide.

It is understood the review is being handled out of Tiger Beer’s headquarters in Singapore.  

In the UK, Tiger Beer has previously worked with CHI & Partners, which created a controversial 2008 campaign that depicted a bottle of Tiger and a "ladyboy" as two of Asia’s most desirable exports. The ASA subsequently banned the ad.  

Exposure has worked on Tiger’s UK digital, promotional and experiential marketing account. The brand does not currently have an agency in the US.  

Tiger Beer currently works with Iris, DDB and Young & Rubicam (Y&R) on its advertising accounts in Asia.  

Iris, which is expected to pitch for the business, handles the integrated account in Singapore, which also includes sponsorship, while Y&R handles the regional ad account across Malaysia, Singapore, Vietnam, China, Thailand, and Cambodia. DDB was recently appointed to handle Tiger Beer’s above-the-line account in Singapore from incumbent, Saatchi & Saatchi.  

This article was first published on

Brand Republic

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