APB selects Rothco for global Tiger Beer account

The brewery brand earlier shortlisted three agencies, JWT Singapore, Exposure from the UK and Rothco from Ireland, in the final round of its pitch.

Edmond Neo, commercial director at APB, said, "Rothco’s proposal stood out with interesting ideas that we believe will effectively deliver the brand essence of Tiger. We keenly look forward to creating exciting works with them to bring Tiger to the next level of success.”

With the appointment, Rothco will develop a global campaign for Tiger to be made available for use in all its markets when ready.

In February, the brand had invited seven agencies, which also included Iris, Y&R, Ogilvy & Mather and BBDO, for proposals.

The review was being handled out of Tiger Beer’s headquarters in Singapore. Y&R is the brand's incumbent regional agency of record, and is working on campaigns such as the recent Languages campaign. Meanwhile, DDB is the incumbent creative agency in Singapore.