Lion bolsters roster with shopper marketing agencies

Rachael Micallef
By Rachael Micallef | 20 October 2015
Image from Little Creatures site.

Lion has appointed WPP's Geometry Global and Omnicom's Integer to its agency roster to work on shopper strategy following a competitive pitch process.

Under the appointments Integer will work as the lead agency on shopper strategy and execution projects for major customers, Hahn, Kirin, Little Creatures, Tap King, On-premise and Lions cider portfolio. Integer will sit alongside shopper execution agency PMG Communication, which will continue on as a partner of Lion.

Geometry will work on shopper strategy project such as beer category growth plan and will be the lead shopper agency for XXXX and craft portfolios.

Lion marketing director, category and planning, Ben Slocombe, said it is continually looking at new and innovative ways to add value to customer’s businesses.

“The retail and on premise environment is rapidly changing and we are looking at new ways to deliver consumer, customer and shopper wins along the path to purchase,” Slocombe said.

“There is a a really good cultural fit with both agencies – it is important to us at Lion that our partners' values match ours.”

In December last year Ogilvy Australia merged its OgilvyAction brand with activation network Geometry Global, bringing the brand to Australia. Under the arrangement, then Ogilvy Melbourne group MD Sean Taylor took the role of CEO of Geometry Australia.

“In today’s complex and rapidly changing marketing environment it’s important to be on the cutting edge of shopper strategy and engage customers at every touch point,” Taylor said.

“With access to Geometry’s proprietary tools and to the broad expertise of Geometry agency’s network, we are confident the Lion partnership will produce world class work across all shopper projects. We can’t wait to get started.”

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