The rest of the pride in the Lion pitch

By AdNews | 7 May 2014
James Squire campaign by Publicis Mojo.

A decision on the hotly contested pitch for Lion's alcohol brands is expected this month. Here's the full shortlist.

Independent agency Bohemia is vying with IPG Mediabrands' Initiative, GroupM's MEC and Mindshare, and Publicis outfit Starcom – which already handles Lion's dairy brands.

Incumbent ZenithOptimedia, which has held the account since 2008, is not involved in the pitch. Lion's alcohol brands include Tooheys, XXXX, Hahn, James Boag, James Squire and 5 Seeds.

The combined Lion business – the dairy and drinks portfolio and alcohol brands – spent an estimated $54 million on main media in calendar 2013, down 7.7% on the previous year, according to Nielsen.

Lion was unavailable for comment at the time of writing.

Updated: This article originally stated that Match Media was pitching for the account. Match wishes to make clear that it is not part of the process.

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