Droga5’s Singapore Tiger Beer rep Simon Lockyer leaves after five months

Simon LockyerSimon Lockyer, the Singapore representative of Droga5 Sydney, has moved on after five months with the agency.

Lockyer joined Droga5 in May to help service key client Tiger Beer in a consultative capacity in Singapore, building speculation that the creative agency would set up a permanent base in the citystate. Droga5 services the Tiger business out of its Sydney office.

But there are currently no plans to replace Lockyer or set up a Singapore operation, Sudeep Gohill, the CEO of Droga5’s Sydney office told Mumbrella Asia.

The decision to appoint Droga5 emerged from a meeting between Droga5’s founder David Droga, and Mie-Leng Wong at advertising festival Cannes Lions, just after Heineken’s acquisition of Tiger Beer in 2012.

David Nobay, the creative chairman of Droga5, told Mumbrella in an interview earlier this year: “Asia is a really important region for us. Many of us have had experience working here. David Droga worked for many years in Singapore. He’s very serious about the Tiger Beer brand. We knew there would be critics, just as there were doubters when [US-based] Goodby, Silverstein & Partners worked with CommBank in Australia. We hope that the work answers most of your questions.”

Droga5’s first work for Tiger Beer introduced the idea of releasing young men from their limitations and inhibitions with the line, ‘Uncage’.

Robin Hicks


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