EXCLUSIVE: FMCG giant Lion is pitching the digital account for its alcohol brands, currently held by five year incumbent agency Holler.
AdNews understands Lion’s lead creative agencies BMF and Publicis Mojo have been invited to pitch for the digital business.
Request for proposals (RFP) are expected to be sent out next week. Holler has been working with Lion’s beer brands for five years and was appointed to the wine business in 2009.
Notable work includes the digital component for Tooheys Extra Dry ‘6 Beers of Separation’ and the launch of 5 Seeds.
Lion’s alcohol brands include Tooheys, 5 Seeds, XXXX, Hahn and James Boag as well its wine portfolio. Last year, Lion’s corporate identity was rebranded from Lion Nathan National Foods, with the new name being necessitated by the merger of Lion Nathan and National Foods in 2009.
The two companies became one entity when Kirin Holdings bought the remaining shares in Lion Nathan and consolidated the company with National Foods.
In late 2010, Lion dropped Saatchi & Saatchi and Host from the creative roster for its beer brands, citing “efficiency” and “effectiveness” reasons at the time. The shake-up saw the Tooheys New brand move to BMF while Publicis Mojo picked up James Squire and Hahn.
Lion and Publicis Mojo have achieved creative success in recent years with the James Boag "Pure Waters" campaign winning awards and plaudits locally and internationally.
This article first appeared in the 9 March 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.