Foreword stops Tiger Beer work

Singapore - Foreword communications has cited a change in its strategic direction as the reason why it has ended its one and a half year hold on the Tiger Beer public relations account.

"In those years we have developed a close relationship with the Tiger team however since joining the Public Relations Organisation International. (PROI), there has been a change in our strategic direction so we have terminated contract and it was an amicable decision between both parties," Gerard Ong, MD for Foreword Communications said.

The Tiger Beer PR contract was renewed on a year to year basis and in the interim, 141 PR will handle the account for the next three to six months, with the option to win the business pending the outcome of a performance review.

On behalf of Tiger Beer, Asia Pacific Breweries issued a statement to Marketing regarding the contract termination crediting the agency for "great work" and for its efforts in "enhancing the Tiger brand in the marketplace".

"It is unfortunate that there has been a change in their strategic direction and a realignment of the company's priorities. The parting has been a smooth and amicable one," read the statement.

Foreword announced its membership to the PROI in June and Ong said that with the Tiger account being so "sizeable", better business strategy would be not to have too much manpower allocated to one account but rather spread out more effectively over other accounts.