APBL selects Alchemy for Anchor Beer, ABC Extra Stout regional creative

The pitch was based on a communications brief (one for each brand) which included digital and on-ground activation.

Prior to Alchemy's appointment, the brands were not affiliated with a regional agency. The one-year contract puts Alchemy in charge of creating new communications campaigns.

Edmond Neo, director of group commercial at APBL, said, “All three agencies presented above-the-line and ground activation proposals aimed at growing the market positions for both APBL brands in our regional markets. Alchemy was chosen on the basis of the strength and breadth of their creative ideas.”

Alchemy’s managing partner, Michael Liew, added, “Anchor Beer and ABC Extra Stout are iconic Singapore brands, as an agency born and bred in Singapore ourselves, we’re proud to be entrusted with the responsibility of growing both brands overseas with the APBL team.” 

Started in 2005, The Alchemy Partnership has grown its client base with local and international accounts like Guinness, Peugeot, Ford, Montblanc, Far East Organisation, National Heritage Board and Double A.

Reported earlier today, APBL dropped its Tiger Beer TVC starring Manchester United football star Wayne Rooney following a cheating scandal.