Tiger beer kicks off global advertising review
Asia Pacific Breweries is reviewing the global advertising arrangements for its Tiger beer brand.
The appointed agency will handle Tiger’s global advertising, and its digital engagement and social media across the UK, the US and Asia.
Representatives from Asia Pacific Breweries, in which Heineken 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’s headquarters in Singapore.
In the UK, Tiger 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 Advertising Standards Authority subsequently banned the ad.
The integrated agency 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 currently works with Iris, DDB and 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’s above-the-line account in
Singapore. It was previously held by Saatchi & Saatchi.
This article was first published on campaignlive.co.uk
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Senior Account Executive - Sports PR f1 Recruitment Dependant on experience , London
- Marketing Manager - Interim Brand Recruitment circa £300 - £350 per day , Luton
- Lead Business Analyst Hays Information Technology £37500.00 - £40000.00 per annum, Dorset
- Graduate Recruitment Consultant Major Players £18000 - £20000 per annum + flexible benefit package, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
All aboard Marissa Mayer’s Yahoo acquisition train
Marissa Mayer certainly knew what was coming when Yahoo announced its $1.1bn (£723m / 857m euros) purchase of blogging platform Tumblr earlier this week. Rather than waiting for the critics to pounce, she issued a rather succinct, clear and highly quotable message proactively: “we promise not to screw it up”.