Asia Pacific Breweries says the work BBDO did on its brands, including those Jessica Alba ads for Tiger beer, had nothing to do with its decision to shift its business to BBH. “The Jessica Alba spot has worked very well for Tiger and BBDO has done good work on Baron’s and ABC (beer brands) and they were certainly very close to retaining the Tiger business during this pitch,” Erik van Vulpen, assistant GM of marketing for APB Singapore said.

When Marketing spoke to Vulpen, he attributed APB’s “growth process” and BBH’s ability to differentiate itself from other agencies as reasons behind the pitch outcome -- and not a result of its past BBDO created campaigns.

“Tiger was searching for an agency that could be a strategic partner and inspire marketing solutions, beyond providing ads and BBH lived up strongest to their differentiation proposition, and had a well-defined view of what sets them apart from other agencies,” Vulpen said.

BBDO will end its contract with APB Singapore 18 December while BBH will take over the account in January 2007.

(Source: Marketing Magazine)