Tiger to appoint CHI to £1m work

Marketing, Wednesday, 10 October 2007, 12:00am,

Tiger Beer is poised to appoint CHI & Partners to its £1m advertising account after a lengthy pitch process.

McCann Erickson was thought to be favourite to win the business, but pulled out of the pitch process this week, leaving the way clear for the appointment of CHI. Leagas Delaney dropped out of the running last month.

Tiger UK marketing manager Steven Greaves is thought to have overseen the pitch.

The beer brand's direct account is handled by Golley Slater Promote, while PHD Rocket looks after its media planning and buying. These arrangements will be unaffected by the creative review.

More than 7000 people attended the Tiger Beer Singapore Chilli Crab festival in London last month, an event staged by RPM for the Singapore Tourism Board and Tiger's UK marketing team.

In March, the brand became the sponsor of the Sky Movies Indie channel.

This article was first published on Marketing