Tiger Beer shifts creative from Marcel Sydney to Publicis Singapore to be closer to key markets

Publicis Singapore is to handle the creative work for Tiger Beer after the drinks firm said it was time to employ an agency closer to its key markets.

The account has been held by Marcel Sydney, which is part of Publicis Groupe, since 2016.

Publicis Singapore is to set up a dedicated team, including expertise from Arcade and Digitas, to run the account.

The move come four months after Venus Teoh was appointed Tiger Beer international brand director having previously been marketing director at Tiger parent Asia Pacific Breweries (APB).

Teoh said in a statement: “The Tiger Beer global creative account has been successfully led by Marcel Sydney for a number of years. We thank them for the significant role they have played in the brand’s growth to date.

“However as Tiger continues its expansion across Asia and beyond, now is a natural time to shift our agency relationship closer to the brand’s key markets in the region.

“Therefore this week the account will be relocated within Publicis Groupe to a newly created, dedicated team in Singapore, made up of talent from within Publicis Communications including Arcade and Digitas.”

Marcel Sydney said it had enjoyed a “very successful partnership with Tiger”, citing its recent global #rarestripes campaign launched in collaboration with Kenzo Paris and WWF.

“Marcel’s work with Tiger has consistently been highly awarded from major global forums such as Cannes and D&AD, but more importantly we’ve been extremely proud to have accompanied Tiger on its journey to becoming an iconic brand within the Heineken portfolio,” spokesperson said in a statement.

“We wish Tiger continued success and into 2019 we hope to leverage our global experience to help elevate success for potential future clients.”


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