Tiger Beer in talks over UK consumer account

Singaporean lager brand Tiger Beer is in discussions with agencies over its 2004 UK consumer PR contract.

Aurelia PR, Bite Communications, Lawson Dodd and The Works Partnership have already had discussions with the company about the contract, which is understood to carry fees of around £80,000.

Tiger Export UK market development manager, Europe, Ron Curteis said he was not planning to stage a formal pitch but was likely to hire the agency which appeared best able to work within the budget, ‘fits the company’s philosophy’ and had ‘knowledge of all things Asian’.

Exposure promoted the brand during 2003 but has now ceased to represent Tiger having scooped the more lucrative PR account for Interbrew’s premium lager Stella Artois last month (PRWeek, 5 December 2003).

Exposure created ‘Tiger’s Eye’, an art event staged in London with Dazed & Confused magazine last November.

In addition, Exposure handled product placement, press trips, general media relations and other similar ‘style’ events.

Curteis said the agency hired for a new contract would be likely to handle similar, style-led consumer PR with an emphasis on news generation, in addition to ‘website management’ work.

In addition to rivals in the Asian beer category, such as Japan’s Asahi and India’s Cobra, Curteis said Tiger also faced stern competition from other foreign brands such as San Miguel and Budvar.

Curteis said he was most likely to hire an agency for a full year’s consumer PR programme but that the contract would centre on various core projects.

Tiger Export’s parent company is Singapore-based Asia Pacific Breweries. The brand is distributed in the UK by Ubevco.

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