Asia Pacific Breweries Singapore (APBS) has officially called for a closed pitch for Tiger Beer’s creative agency. Y&R, DDB, Saatchi Labs and Iris Nation are part of the process.
This pitch exercise is in line with the company’s/brand’s policy to ensure good corporate governance through regular reviews of its key vendors and strategic partners. "We also recognise the importance of continually providing fresh and innovative experiences for fans of Tiger Beer," says a spokesperson.
Tiger Beer currently works with Saatchi & Saatchi who has been the agency-of-record for the Tiger Beer business since October 2008 and Iris Nation for tactical platforms.
The account is currently with Saatchi Labs, the local-focused agency within Saatchi & Saatchi. The most recent major activation was a multi-million dollar campaign for Lunar New Year.
Saatchi Labs also handles Singapore-targetted advertising for the likes of Komoco, Ferrari and Harley Davidson.
Tiger Beer’s pan-regional business is handled by Y&R, with much of the creative headed out of Y&R Malaysia.
