Singapore: Tiger Beer seeks UK brand agency

Tiger Beer is looking for its first retained UK agency, Marketing Week reported June 21. It is understood to have already shortlisted three undisclosed agencies for the business.

The review, which is being lead by UK marketing manager Steven Greaves, comes just months after the brand ramped up its marketing spend to £5m.

There is no incumbent agency on the business, but it works with Golley Slater Promote, which handles its below-the-line account. RPM was appointed in April to work on experiential projects highlighting its commitment to Asian Film. PHD Rocket handles media planning and buying. They remain unaffected by the review. It has also worked with other agencies on a project basis.

Earlier this year, Tiger Beer UK embarked on its first TV sponsorship with Sky Movies Indie channel, as part of an overhaul of its marketing strategy (MW March 29). It also struck a deal with UK lifestyle channel Discovery Travel & Living to sponsor chef Anthony Bourdain's series.

Greaves, who joined the company last year, says/ "We are looking to develop the brand further in the UK."

He adds that the beer brand is still achieving double digit growth year-on-year, but wants to take it to "the next level". It has rebranded and has also overhauled its website and sales promotion activity in a bid to become the leading Asian beer in the UK.

Tiger Beer is the flagship brand of Asia Pacific Breweries and is brewed in Singapore, Thailand, Vietnam, Cambodia, Malaysia and China. The 5% abv bottled pale lager was launched in 1932.