Rachit Vats

Lodestar is new AoR for Asia Pacific Breweries

After assigning Leo Burnett the creative duties for APB, the company has shifted its media duties from Media Circle to Lodestar

Following a multi-agency pitch, the media duties for Asia Pacific Breweries (APB) have been awarded to Lodestar Universal. The names of the other agencies that were part of the pitch process could not be ascertained. Lodestar won the business in March. Chetan Gupta, marketing manager, Asia Pacific Breweries, India, confirmed the development to agencyfaqs!

Lodestar will now handle all the APB brands that are here in India, as also those yet to be launched. Media Circle is the incumbent agency. The key APB brands include Canon 10000, Baron’s Strong Brew and the flagship beer brand, Tiger, which was being imported into the country for the last decade, but will soon be manufactured here. Leo Burnett was entrusted with the creative duties in January. The media spends could not be ascertained.

Lodestar is new AoR for Asia Pacific Breweries
APB was set up as Malayan Breweries Ltd (MBL) in 1931. A joint venture between the Fraser and Neave groups of companies and Heineken of Holland, APB went on to open its first brewery in Singapore and launched Tiger Beer a year later. MBL was renamed Asia Pacific Breweries Ltd in 1990 in order to reflect the growing regionalisation of its business interests.

Today, APB oversees a portfolio of more than 40 beer brands and brand variants, including Tiger Beer, Heineken, Anchor and ABC Stout. It operates an extensive global marketing network, spread over 60 countries, and is currently supported by breweries in countries including Singapore, Cambodia, China, India, Laos, Malaysia, Mongolia, New Zealand, Papua New Guinea, Sri Lanka, Thailand and Vietnam.

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