Tiger consolidates global digital business

Tiger Beer has consolidated its digital and social media account with independent agency iris, following a pitch.

iris has already been working on sponsorship activation for Tiger Beer, including the Tiger Street Football and Tiger Translate initiatives.

Now, iris will be is responsible for heading up and creating content for Tiger Beer’s global digital and social properties.

The agency will oversee 16 markets including Australia, Cambodia, Denmark, Germany, Ireland, Laos, Malaysia, Mongolia, New Zealand, Philippines, Singapore, Thailand, UK, US and Vietnam.

Craig Mapleston, managing director of iris Singapore, said while Tiger’s global digital properties would be consolidated, there would also be agencies working on its local accounts as well.

The consolidation is intended at ensuring that the brand has a unified approach online, he added.

He also told Marketing the brand would embrace its Asian heritage more closely.

“Using Tiger’s digital and social assets, we can share these stories, amplify Tiger’s real-world activities and create a new level of active participation with the Tiger brand,” he said.

Earlier, Tiger Beer appointed We Are Social for its global social account.

Simon Kemp, managing director of We Are Social said it was on a one-off basis, where the agency was working with Tiger Beer on its plans to globally consolidate the account.

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