Beer brand Singha close to selecting US AOR

REDWOOD CITY, CA: Singha North America is on the verge of selecting an agency for an integrated marketing AOR to help spread awareness of its beer brand in the US.

REDWOOD CITY, CA: Singha North America is on the verge of selecting an agency for an integrated marketing AOR to help spread awareness of its beer brand in the US.

The company issued an RFP a little over a month ago to a variety of large and small agencies with PR and creative services capabilities, including Chicago-based Gertrude, which Singha North America director of marketing Charles Chaicharee indicated was at the top of the list.

He wouldn't confirm which other firms were involved but said the company is still reviewing information from agencies it met three weeks ago. The company expects to make a final decision within a fortnight. The agency chosen will handle PR, social media, and traditional advertising.

“We do a lot of promotions and sponsorship, and there's no PR firm to announce what we are doing or have done in the US,” he said. “People are aware of the beer in Thai restaurants, but we want them to know that they can get it outside of the restaurants.”

He said that, once chosen, the successful agency will likely enter a trial period focused on consumer programs “to see if it fits the brand and image.” “It is an extensive account and we want to make sure we're going in the right direction,” he added.

Otis Gibson, founder and chief creative officer at Gertrude, said: "We're fairly young so for us to have the opportunity to help them strategically define who they are and position them would be an amazing opportunity."

The agency opened five years ago and employs 42 people across its Chicago, New York, and London offices.

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