• by Steve McClellan  @mp_mcclellan, October 29, 2012

London-based social media agency We Are Social has been appointed by Tiger Beer to work with its in-house team to develop a global social media strategy for the 81-year-old beer brand.

The agency said it would conduct an audit of social media conversations surrounding the Tiger brand—marketed in more than 60 countries worldwide. 

The agency will then work with the Tiger Beer team to jointly create a strategy for an integrated approach to audience engagement across multiple channels, both globally and a local market basis. Spending on the assignment was not available.

Edmond Neo, director Group Commercial for the Singapore-based Tiger Beer parent Asia Pacific Breweries, said Tiger Beer has had success with branded social programs, such as its cross-cultural arts festival “Tiger Translate” and an amateur soccer competition “Tiger Street Football.” Now, said Neo, the brand has hired We Are Social, “to further the breadth and depth in which we engage with the new generation of drinkers online.”

Tiger Beer is the flagship brand of Asia Pacific Breweries, which generated revenues last year about $2.5 billion and which is controlled by a joint venture between Heineken International and Singapore holding company Fraser & Neave Ltd. Heineken has made a $4.6 billion offer to acquire Asia Pacific. Shareholders have until next month to decide to accept the offer or not.

Commenting on the shop’s appointment, Robin Grant, global managing director of We Are Social, stated that the shop looks forward to helping its new client expand its “reputation for innovative marketing.”

We Are Social formed a regional hub in Singapore last year. Earlier this year, it established its first U.S. outpost in New York with initial clients Adidas and DeBeers Diamond Jewelry. The shop also has offices in Milan, Munich, Sydney and Sao Paulo.