Carlsberg Singapore names new marketing lead

Carlsberg Singapore has appointed Jolene Yeo as its marketing director. She will be reporting to John Botia, managing director of Carlsberg Singapore.

Prior to the role, Yeo was manager, brand and commercial development of Carlsberg Singapore. She has also worked in marketing roles in companies such as Nestle Singapore, P&G and Sony Elecronics. She replaces Bernard Yeo who took on the role from late 2012.

Prior to the role, Bernard Yeo was marketing and sales director of Bacardi-Martini Singapore. Marketing has reached out to Bernard Yeo for a comment on his next move.

Meanwhile, the company has also changed its PR agencies in Singapore appointing Ate Communications to handle its brands such as Carlsberg, Asahi and Sommersby brands for a period of one year. This is the first time Asahi would be launching its very own marketing and PR tactics, a spokesperson confirmed to Marketing.

Last month, Carlsberg repositioned itself globally by introducing the return of its prominent tagline "Probably the best beer in the world".

First created in 1973, the tagline exemplified the company’s commitment to "delivering the finest quality products and reconnects the brand to its long and illustrious history," said the company in a press statement. It added that whilst the tagline expresses Carlsberg’s passion to make progress and improve the quality of its beers, it does so in a typically witty and understated way (hence the word “probably”).

Alongside the reintroduction of the trademark tagline, Carlsberg will be embarking on the launch of a thematic advertising campaign to experience some of these stories again and remind consumers of the unique heritage and character. As part of the campaign, consumers will also be presented with an exclusive opportunity to win a Carlsberg experience in Copenhagen via a nationwide consumer promotion that runs until 12 June.

Also, earlier this year, after slightly less than a year after appointing JWT for the markets of Singapore, Malaysia and Hong Kong, Carlsberg moved the account to Leo Burnett for the Malaysia market. In February 2015, Carlsberg appointed Goodstuph as its digital and social media agency.