Asia Pacific Breweries confirms global Tiger Beer shortlist

The seven agencies are Iris, Y&R, Ogilvy & Mather, JWT, BBDO, UK-based Exposure and Ireland's Rothco, Edmond Neo, commercial director at APB told Campaign.

Neo said that the brand expects to make a decision by the end of this month, but declined to reveal how much the account is worth. 

“This exercise serves to identify an agency that could best deliver the brand essence of Tiger through compelling and engaging initiatives, to bring Tiger to the next level of success," he said. "The appointed agency will develop a global campaign for Tiger to be made available for use in all our markets when ready.”

The review is being handled out of Tiger Beer’s headquarters in Singapore. Currently, 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.

In the UK, Tiger Beer 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 ASA subsequently banned the ad.

Meanwhile, Exposure has worked on Tiger’s UK digital, promotional and experiential marketing account.