Singapore: BBH resigns Tiger Beer
Four months after winning Tiger Beer Singapores creative account, BBH has resigned the business, Brand Republic published April 16.
BBH Asia-Pacific MD John Hadfield said in a statement: We had a very compelling proposition for Tiger and still enjoy a great relationship with the local team, so it is particularly frustrating that we will not be able to bring this to fruition.
Initial feedback from the client was very positive and it would have been a privilege to work on what is an iconic Singapore brand.
The agency emerged triumphant from a six-month pitch process to land the business in December 2006, displacing incumbent BBDO.
It is believed that the agency had differences of opinion with Asia Pacific Breweries regional Tiger Beer team.
E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .