The World: Hong Kong - Y&R beats three to Tiger Beer account

Asia Pacific Breweries has handed the creative account for its flagship Tiger Beer brand to Young & Rubicam.

The agency picked up the business following a four-way pitch against the brewer's roster agencies Leo Burnett, Saatchi & Saatchi Malaysia and BBDO Singapore, as well as non-roster agency, M&C Saatchi.

Along with devising the creative brief, which will drive all of Tiger's global communications, the company will also create a new brand for the beer in its different markets in the region.