Asia Pacific Breweries (APB) has appointed iris Singapore as its creative agency for its Guinness brand. iris Singapore will be handling the creative, social and PR duties for the stout brand. This was following a pitch conducted last month. BBDO is said to have handled the Guinness brand previously.
According to a statement from APB, the partnership aims to see the agency develop a brand platform that leverages on the global Guinness platform, called "Made of More". It also aims to further brand recruitment across all ages by creating impactful engagement with the brand, with projects currently in the pipeline. The partnership with Iris kicked in 1 October and will be in place until December 2019. Marketing has reached out to APB Singapore for additional information.
In a statement to Marketing, an APB spokesperson said that iris SG was chosen for presenting a "strong" strategy, building on local insights as well as its creative route to further brand recruitment across all ages.
"Additionally, the Guinness team is confident that the great synergy between the agency and brand team will be a great basis to further grow the brand in Singapore," the spokesperson said.
“Credit goes to Team Guinness for demanding a bold response to their real business need. We’re proud of our appointment and it’s time to let our work do the talking”, Ed Cheong, executive creative director of Iris Singapore said.
Most recently, Asia Pacific Breweries Singapore (APBS) promoted Faye Wee to the role of marketing director. She takes over from Venus Teoh, who took on a new role as international brand director – Tiger in April this year. Wee was also part of the dark beer team which successfully turned around the performance of Guinness through numerous winning campaigns such as Beer Gao and St. Patrick’s Day, APBS’ spokesperson told Marketing.