Tiger Beer drops Marcel Sydney as agency and realigns with Publicis Communications Singapore
Tiger Beer has announced that it will shift its creative account from Marcel Sydney to Publicis Communications Singapore.
Says Venus Teoh, international brand director, Tiger Beer: “The Tiger Beer global creative account has been successfully led by Marcel Sydney for a number of years. We thank them for the significant role they have played in the brand’s growth to date. However, as Tiger continues its expansion across Asia and beyond, now is a natural time to shift our agency relationship closer to the brand’s key markets in the region. Therefore this week the account will be relocated within Publicis Groupe to a newly created, dedicated team in Singapore, made up of talent from within Publicis Communications including Arcade and Digitas.”
Statement from Marcel Sydney: “Tiger beer will be moving from Marcel Sydney to Publicis Communications Singapore and we are very pleased to see the brand continue to grow with our network. Marcel has had a very successful partnership with Tiger, most recently with our global #rarestripes campaign launched in collaboration with Kenzo Paris and WWF. Marcel’s work with Tiger has consistently been highly awarded from major global forums such as Cannes and D&AD, but more importantly we’ve been extremely proud to have accompanied Tiger on its journey to becoming a major brand within the Heineken portfolio. We wish Tiger the best and we know that our Singapore team will continue their success. Looking into 2019 we hope to leverage our global experience to help elevate success for potential future clients.
“Concurrently but not associated to developments with Tiger, Gavin Levinsohn has resigned as MD of Publicis Worldwide Australia, which covers Publicis Brisbane and Marcel Sydney. After three years with Publicis and 20 years in the advertising industry, Gavin has decided to try new business opportunities and we wish him the very best in his new endeavours. Marcel Sydney MD Ryan Bernal and ECD Wes Hawes will continue to lead the agency. Both report to Michael Rebelo, CEO of Publicis Communications ANZ.”
5 Comments
What is Nobby’s rile there?
Really surprised it took this long.
This beer is the Tooheys of Asia, it doesn’t need esoteric long bow creative executions to get its message out… it’s a main stream beer, not a hipster beer…look who the owners are.
The ‘experienced’ peeps at Arcade will uncage it’s potential.
Surprised why David wasn’t mentioned in the release as he was ‘apparently’ the lead creative and contact for this account…
With this gone what has Marcel Sydney really got now?
I’m guessing you
A. work for a rival
B. used to work there
?
First time an agency has been “pleased” to lose a client
It’s only ‘Toohey’s’ in Singapore itself, where it’s the default option brand. In most other Asian and international markets, it competes in the ‘Premium’ segment alongside most European brands like Heineken, Carlsberg, etc.
I had some experience with this brand a few years ago (in China) and saw at first hand the difficulty that Singaporean managers had seeing this disparity, simply because they’re so imbued with what it is ‘at home’. (Hint: you’re not in Kansas any more, Toto).
Taking creative control of the brand back to Singapore isn’t going to make their task in regional or international markets any easier if they haven’t (or simply can’t) changed their perspective.