APB reappoints Mindshare Singapore for $20 million media account

The account, which Mindshare has held for the last six years, will see the WPP firm oversee media planning and buying for APB’s stable of beers brands in the city-state including Tiger, Heineken and Anchor among others.

The appointment followed a review process that started since last November.

APB reported a 13.4 per cent rise in net profit for its first quarter, ended 31 December 2008, taking in S$48.3 million (US$31 million) during the period.

Roland Pirmez, CEO of Asia Pacific Breweries, said: "APB is heartened to post first-quarter gains amidst a very demanding economic climate. We increased prices of our beers in several markets and coupled with enhanced volume, sales revenue improved by 2.2 per cent.”

“APB's brewery operations in the Asia-Pacific region have continued to participate actively in each market for greater volume and earnings."

Asia Pacific Breweries, a leading player in the beer industry in the Lion City and the region, is a joint venture between the Fraser and Neave Group of companies and Heineken International.

Mindshare was unavailable for comment.