Marcel Sydney has lost the Tiger beer global creative account to Publicis Singapore.
The loss coincides with the exit of Publicis Worldwide Australia managing director and Marcel Sydney CEO Gavin Levinsohn, though the agency has said the two aren’t related.
Levinsohn, who spent three years with the agency as CEO and the last year and seven months as national managing director, had a remit which covered Publicis Brisbane and Marcel Sydney.
According Marcel, MD Ryan Bernal and ECD Wes Hawes will continue to lead the agency.
In another loss to the agency, Tiger beer has shifted its global creative from Marcel Sydney to Publicis Singapore.
Marcel Sydney began working with Tiger beer in January 2016, during which time the agency won a series of awards for its ‘Air Ink‘ work with Tiger.
The initiative recycled air pollution into ink and won gold in the Cannes Lions Outdoor category, two D&AD awards, two Spikes Asia awards and one AWARD gong.
Speaking on the loss of Tiger beer, a Marcel Sydney spokesperson said: “Tiger beer will be moving from Marcel Sydney to Publicis Communications Singapore and we are very pleased to see the brand continue to grow with our network.
“Marcel has had a very successful partnership with Tiger, most recently with our global #rarestripes campaign launched in collaboration with Kenzo Paris and WWF.
“Marcel’s work with Tiger has consistently been highly awarded from major global forums such as Cannes and D&AD, but more importantly we’ve been extremely proud to have accompanied Tiger on its journey to becoming a major brand within the Heineken portfolio.
“We wish Tiger the best and we know that our Singapore team will continue their success. Looking into 2019 we hope to leverage our global experience to help elevate success for potential future clients.
In a statement to B&T, Tiger beer international brand director Venus Teoh said: “The Tiger Beer global creative account has been successfully led by Marcel Sydney for a number of years.
“We thank them for the significant role they have played in the brand’s growth to date. However, as Tiger continues its expansion across Asia and beyond, now is a natural time to shift our agency relationship closer to the brand’s key markets in the region.
“Therefore this week the account will be relocated within Publicis Groupe to a newly created, dedicated team in Singapore, made up of talent from within Publicis Communications including Arcade and Digitas.”
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