According to sources, five agencies including JWT, Ogilvy & Mather, Y&R, iris and Saatchi & Saatchi have been invited to pitch for the business.
Edmond Neo, director of group commercial at Asia-Pacific Breweries, confirmed the news.
In a statement given to Media, Neo said Tiger Beer has always placed great emphasis on its communications with its consumers, adding that the regional pitch was part of keeping its above-the-line creative fresh and exciting.
“This is one of Tiger’s best practices to periodically assess and partner the agency with the best fit to ensure the brand’s leadership in marketing communications,” he said. “As the pitch is still in its infancy, we are unable to comment any further and shall make the appropriate announcements when ready.”
The winning agency will be expected to handle the regional communications for Tiger Beer and will work closely with the brand’s agencies in local markets, including Singapore, Malaysia, Vietnam, Cambodia, Thailand and China. Sources have also suggested the pitch could stretch beyond Asia.
Saatchis won Tiger Beer’s business in 2007 after a long drawn six-month review, which involved five agency networks in Asia.
Prior to Saatchis’ appointment, the Tiger Beer account was being handled by Y&R, which had won the brand’s regional creative in addition to the UK brief in 2006. Leo Burnett also worked on the brand between 2002 and 2006.
Tiger Beer recently unveiled a new look to commemorate the Chinese Year of the Tiger. As part of the ‘Stand out’ campaign, all gold elements of the brand’s label were replaced with a platinum finish. The campaign won a Bronze award in the Most Effective Use of Product Design and Packaging category at the Asian Marketing Effectiveness Awards 2010, held in Shanghai last month.
Asia-Pacific Breweries (APB) is a joint venture between Heineken International and Fraser and Neave. The company currently controls 30 breweries in 12 countries in the Asia-Pacific region, selling more than 120 brands of beer and beer variants.
Edmond Neo, director of group commercial at Asia-Pacific Breweries, confirmed the news.
In a statement given to Media, Neo said Tiger Beer has always placed great emphasis on its communications with its consumers, adding that the regional pitch was part of keeping its above-the-line creative fresh and exciting.
“This is one of Tiger’s best practices to periodically assess and partner the agency with the best fit to ensure the brand’s leadership in marketing communications,” he said. “As the pitch is still in its infancy, we are unable to comment any further and shall make the appropriate announcements when ready.”
The winning agency will be expected to handle the regional communications for Tiger Beer and will work closely with the brand’s agencies in local markets, including Singapore, Malaysia, Vietnam, Cambodia, Thailand and China. Sources have also suggested the pitch could stretch beyond Asia.
Saatchis won Tiger Beer’s business in 2007 after a long drawn six-month review, which involved five agency networks in Asia.
Prior to Saatchis’ appointment, the Tiger Beer account was being handled by Y&R, which had won the brand’s regional creative in addition to the UK brief in 2006. Leo Burnett also worked on the brand between 2002 and 2006.
Tiger Beer recently unveiled a new look to commemorate the Chinese Year of the Tiger. As part of the ‘Stand out’ campaign, all gold elements of the brand’s label were replaced with a platinum finish. The campaign won a Bronze award in the Most Effective Use of Product Design and Packaging category at the Asian Marketing Effectiveness Awards 2010, held in Shanghai last month.
Asia-Pacific Breweries (APB) is a joint venture between Heineken International and Fraser and Neave. The company currently controls 30 breweries in 12 countries in the Asia-Pacific region, selling more than 120 brands of beer and beer variants.
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