GAB calls major pitch for PR biz

GUINNESS ANCHOR BERHAD     COMPETITIVE REVIEW      PR ACCOUNT      G2PR

• GAB calls for competitive review for its PR account.
• Across all major brands - Tiger, Heineken, Anchor and Guinnes.
• Four agencies involved in pitch.

Malaysia - Guinness Anchor Berhad (GAB) has officially called for a pitch in which its PR business covering major household brands Tiger, Guinness, Anchor, and Heineken is up for review with four known agencies involved in the exercise.

The public relations firms which have been invited to pitch include Edelman, G2PR, Ogilvy Public Relations, and Compass Communications. Initially, Milk & Co was also part of the review but due to undisclosed reasons, the said agency has chosen to opt out.

GAB has confirmed that the review is currently in progress whereby a series of pitch exercises have already commenced beginning at the end of last month.

The brand has told A+M that its new agency-of-record (A-O-R) will be appointed sometime between late September and early October - once each agency has had an opportunity to present their ideas for the account in question.

"Guinness Anchor Berhad is on the look-out for an agency which is able to provide us with both refreshing and interesting ideas. These ideas have to be in line with current market trends and must be capable of driving interest to all our signature brands," Sean Koh, marketing manager - mainstream, GAB told A+M.

G2PR is the beer company's current incumbent and is heavily involved with GAB's Tiger and Anchor PR-related duties.

Work on the account will begin immediately, following the official announcement of the next A-O-R's appointment.

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