GAB: All glasses raised to G2PR

GAB      GREY TWO PR      ACCOUNT WINS      MILK & CO      TIGER BEER

• GAB names G2PR official agency-of-record
• To handle all GAB brands
• Ogilvy Public Relations also pitched

Malaysia - With Edelman and Compass Communications having pulled out, it was down to two agencies battling it out for Guinness Anchor Berhad's huge PR account. The combat has now ended with G2PR being named the winning agency.   

No stranger to the Tiger Beer account, the PR outfit has held the business for about five years now. With Ogilvy Public Relations being handed the slip following the face-off between the two, the former will serve as GAB's agency-of-record with the new contract taking effect on 1 November and set to last for a year.  

Taking on a wider role for GAB, the firm will handle all household brands within the alcohol beverage giant's stable such as Guinness, Tiger, Anchor, and Heineken. Its core duties cover overall PR and media-related activities as well as events and communications for GAB.

Milk & Co was the first to opt out from what was initially meant to be a five-way pitch.

According to a source, the other two agencies decided to follow suit and decline the opportunity to pitch due to several costing issues which emerged during the review process.      

"I'm happy that G2PR has been appointed to this role. They have shown consistent results in having managed the Tiger brand. This bigger role is going to be a positive challenge for them to bring to life fresh ideas across the entire GAB stable," said Sean Koh, marketing manager - mainstream, Guinness Anchor Berhad.

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