Heineken picks new creative agency partner for Singapore market

Heineken Singapore has appointed Tribal Worldwide as its creative partner.Marketing understands pitching for the account was also Publicis Communications, Sapient Nitro and Possible.This partnership will see the agency develop on-going through-the-line advertising and marketing strategy, innovative experiential executions as well as digital, social and online engagement for the brewers, with key projects brewing in the pipeline.Venus Teoh, head of marketing at Asia Pacific Breweries Singapore said, “Tribal Worldwide has demonstrated the breadth of expertise that allows Heineken to excel as a premium and innovative brand and continue to drive engage our consumers through a variety of consumer touchpoints. They have a team of seasoned and creative practitioners known for delivering results.”Jeff Cheong, president of Tribal Worldwide added, “We’re really thrilled to be working with Heineken. It’s a big and exciting brand challenge that will tap into our cutting-edge suite of services – from activation to social commerce to shopper marketing to loyalty – to up Heineken’s brand preference and deliver on business results.”This appointment of Tribal by APB on Heineken, adds to the DDB Group relationship with Heineken worldwide. DDB and Tribal Amsterdam, is the digital and social agency of record for Heineken Global while TracyLocke is the official shopper marketing agency for Heineken in the USA.Locally, Heineken previously worked with iris Worldwide for seven years after which the agency said it made a “strategic decision not to continue as it looks forward to focusing on new opportunities.”