VML added to Lion roster to handle digital duties

Lindsay Bennett
By Lindsay Bennett | 17 July 2018
 

Australian brewer Lion has added VML to its agency roster to handle its digital and technology duties, AdNews can reveal.

WPP-owned VML is tasked with Lion's mobile, digital, website and innovation duties across all its major beer brands, working alongside Ogilvy and Host/Havas, which handle above the line projects. 

AdNews understands WhiteGrey previously held the digital account for Lion.

A Lion Beer spokesperson confimed the move to AdNews, adding: "The appointment was made after a review of our business needs to ensure we have the right industry leaders to help continue to place consumers and customers at the heart of everything we do.”

Lion's portfolio includes iconic brands such as Hahn, Tooheys, James Boag's, XXXX, Heineken and James Squire.

VML MD and ECD Aden Hepburn says: "We're honoured and excited to be working with Lion and their huge portfolio of Australia's best beer brands. They have a brilliant team, big ambitions and we can't wait to shape the future with them."

Most recently, the beverage giant launched a new ad push for Hahn that kicked off a debate around the best pub anthem.

Lion portfolio marketing manager of contemporary brands, Amy Darvill, recently told AdNews the company is focused on shifting perceptions of beer as an unhealthy alcohol option and reeducating the market.

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