Lion and Bohemia split; $54m account up for grabs

Pippa Chambers
By Pippa Chambers | 7 June 2016

Drinks giant Lion has parted ways with its media agency Bohemia.

The booze brand is one of Bohemia’s biggest accounts and could spark a batch of redundancies.

Speaking to AdNews, the independent agency said it has chosen not to re-pitch for the business. The account is thought to be worth about $54 million, according to Nielsen estimates for calendar year 2013.

Lion told AdNews the pitch process would take two months and the scope includes media planning, implementation and buying.

Lion says it periodically reviews partnerships to ensure it has the "right resources to support our leading portfolio of brands for the future" and that both Lion and Bohemia agreed by mutal consent to part ways.

"Over the past two years we have worked hard with Bohemia Group to deliver some successful and innovative campaigns together,"  Lion Beer, Cider & Wine Australia marketing director Ben Slocombe says.

"We would like to thank the team at Bohemia for their dedication and support to our business. However, the time has come to review our needs for the future.”

We would like to thank the team at Bohemia for their dedication and support to our business. However, the time has come to review our needs for the future.”

Bohemia won the Lion account for media strategy, buying and optimisation across beers, wine and spirits - with Initiative and Mindshare losing out, back in June 2014. At the time, incumbent ZenithOptimedia was not involved in the pitch.

Fresh off winning Lion's alcohol media business, Bohemia was quick to start the hunt for as many as 17 staff to help it run the account.

It's understood that the decision to look for a new agency is part of periodical review, but it's not yet clear why Bohemia is not re-pitching for the account.

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