Heineken Malaysia expands PR agency's remit to include Tiger Beer

Heineken Malaysia has expanded its partnership with Archetype Malaysia, adding Tiger Beer Malaysia to its public relations remit for 2026. The PR firm was named agency of record (AOR) for Tiger Beer after a recent competitive pitch win.

The appointment follows a successful year working with Guinness Malaysia in 2025, coming alongside the renewal of Archetype’s PR partnership with the brand for the year ahead.

Under the expanded portfolio, Archetype Malaysia will lead PR strategy, brand storytelling and integrated earned communications for both Guinness and Tiger Beer, supporting Heineken Malaysia’s ambition to build culturally relevant brands that connect authentically with consumers.

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Building on this momentum, Archetype’s expanded mandate with Tiger Beer marks a new chapter for the brand as it looks to deepen its connection with Malaysian consumers through bold, progressive and culturally rooted narratives.

Julie Kuan, marketing manager of Tiger Beer Malaysia, said Archetype stood out during the pitch process for its strategic clarity and integrated communications thinking. “Archetype has demonstrated a strong understanding of how to build brands through moments that matter to audiences, not just campaigns. We are confident they will help drive Tiger’s relevance and engagement in 2026,” she added.

Echoing this sentiment, Joyce Lim, marketing manager for Guinness Malaysia, said the partnership delivered strong momentum for the brand in 2025. She noted that: "Their ability to translate brand heritage into modern, resonant storytelling has been instrumental, and we are excited to continue this partnership into 2026.”

Meanwhile, Lee Tiam Siang, managing consultant at Archetype Malaysia, said the expanded partnership reflected trust built through both the work and the people behind it. “Guinness and Tiger carry deep cultural weight in Malaysia, and this partnership gives us the space to inject fresh magnetism in ways that feel true, relevant and alive. We’re excited to build on that momentum,” he said.

Over the past year, Archetype Malaysia played a key role in strengthening Guinness Malaysia’s cultural relevance through integrated storytelling, experiential activations and high-impact earned media. Key initiatives included campaigns tied to the brand’s Premier League partnership and the launch of the world’s first Guinness Clubhouse in Malaysia.

Most notably, the agency partnered with Guinness Malaysia for its "Chief Pint Officer" initiative, which is a search for its first-ever chief pint officers (CPOs), a role designed to celebrate quality, passion, and the perfect pour. From hundreds of entries nationwide, ten finalists battled it out for the coveted title at the grand finale held at Arthur’s Storehouse in Pavilion Kuala Lumpur. At the end of the competition, three winners emerged, with one of them earning an all-expenses-paid trip to the iconic Guinness Storehouse in Dublin.

This month, Archetype has been working on Tiger Beer's Chinese New Year campaign, which leans into street culture and live music to inject fresh energy into the festive season, signalling a shift away from purely traditional festive tropes towards experiences rooted in contemporary Asian creativity. At the centre of the brand’s CNY push is a renewed collaboration with Tokyo-based streetwear label atmos. Beyond fashion, Tiger Beer is also extending its festive presence into live, on-ground experiences with Tiger Town.

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