SINGAPORE Saatchi & Saatchi Malaysia and Leo Burnett Singapore are vying for the creative assignment to lead Tiger Beer's repositioning campaign across the region.
The pitch follows the decision by Asia Pacific Breweries (APB) to hand the campaign's strategic planning brief to Young & Rubicam Brands (Media, 21 September). Y&R has been charged with developing a new brand architecture for Tiger's positions in its various Asian markets. "It's got to be able to work from an umbrella perspective, but also exploit opportunities in local markets where the idea can be brought to life and really resonate with people,"said Y&R regional creative planning director Rob Campbell.
At present, Saatchis handles Tiger's Malaysian business, while Burnett runs its regional creative work. The latter recently launched a regional 'Unravel the secret' campaign on TV.
The regional creative review comes as Singapore incumbent BBDO defends the business against BBH and David, in a pitch that is being managed by R3.
