SINGAPORE BBH has clinched Tiger Beer's local Singapore creative account, worth an estimated US$10 million, following a three-way final-round shootout against David Communications and two-and-a-half-year incumbent BBDO.
The result caps the culmination of a pitch process that lasted almost six months, under the supervision of consultancy R3. From more than 22 agencies that initially responded to Asia Pacific Breweries Singapore's (APBS) initial tender, the selection exercise eventually reached a shortlist of five agencies - also including TBWA and DDB - before being whittled down to three.
While several sources contacted by Media expressed surprise at the choice, it is believed that Asia Pacific Breweries'choice of BBH reflects a determination on the part of the client to depart from traditional practices.
"APBS is growing as a marketing institution and the market is changing and we wanted to make sure that we work with a partner that can add significant value to our growth process,"said APBS assistant GM of marketing Erik van Vulpen.
"We felt that BBH lived up strongest to their differentiation proposition, and had a well-defined view of what sets them apart from other agencies. Their pitch also demonstrated clarity in thought, a good understanding of the market and creativity which will connect Tiger with the consumers."
Van Vulpen added that the lengthy review process included a rigourous interview process, along with assessment research, as the company looked beyond Singapore for an agency to handle its creative brief.
"But through this review, we are convinced that there is no lack of creative talents in Singapore,"he said. "In fact, it's evident that Singapore is home to some of the best creative talents in the region."
The win follows BBH's capture of a US$1.9 million account from Singapore's Land Transport Authority, marking a welcome shift for an agency that has often relied on globally-aligned business in Asia.
The news comes as APB finalises the appointment for Tiger's regional repositioning assignment. Saatchis Malaysia and Leo Burnett Singapore are vying for the business. (Media, 1 December).
See Opinion 1, page 32
