Tiger Beer seeks UK brand agency

Tiger Beer is looking for its first retained UK agency. 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.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here