EXCLUSIVE: The White Agency has fought off a challenge from American agency R/GA to claim the digital account for Lion's alcohol brands.
Sources have told AdNews The White Agency emerged victorious from a pitch which also included R/GA, Amnesia Razorfish and SapientNitro. AdNews revealed the shortlist two weeks ago.
Lion launched a digital review of its alcohol brands in March. Incumbent agency Holler declined to participate.
White will oversee the digital creative and strategy for Lion alcohol brands including Tooheys, XXXX, Hahn and James Boag. Digital for Lion's dairy and drinks brands is handled by Amnesia Razorfish, which won the account last year.
R/GA's involvement in the pitch process led the digital industry to speculate Lion would be the New York-based agency's foundation client for an Australian office, provided the agency was victorious. On Friday, R/GA was appointed to the Qantas roster, albeit on a project basis.
UPDATED: Lion – Beer, Spirits & Wine marketing director Matt Tapper said: “While White will challenge us strategically, they also shared a roadmap aligned to our vision for the future. The consumer is very much at the heart of what we do. As they are increasingly empowered by the technology, we must continue to break new ground to stay relevant.
“White's experience in the delivery of world class solutions and a strong leadership team will evolve our marketing model, as we continue creating the most adored brands in Australia. Most importantly, White has a group of people who will join us in making a real difference, and have a great time doing it.
“In all honesty, we were spoilt for choice, in that Amnesia Razorfish, R/GA and SapientNitro were all extremely competitive. However the Lion team feel The White Agency best meets our needs.”
The White Agency managing director Sandy Park said: “We’re thrilled about winning this business. Lion is one of Australia’s leading marketing organisations and to be selected to take them forward in the digital space is an honour. Throughout the pitch process, the Lion team not only showed their broad thinking but an openness to be challenged. We’re really looking forward to joining them to deliver some fantastic work”.
Lion's lead agencies for its alcohol brands are BMF and Publicis Mojo.
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