Lion has appointed GroupM’s EssenceMediacom to its media account, ending a decade-long relationship with UM Australia.
AdNews reported in March that the alcohol beverage company Lion was reviewing its media account.
“Following a significant procurement process, Lion Australia’s media account will be moving from incumbent agency UM Australia to EssenceMediacom,” said Lion Australia CMO Glen Brassington.
Lion handles many beer, ready to drink and spirit brands including XXXX, Tooheys, Kirin Hyoketsu, White Claw, Four Pillars Gin and 5 Seeds.
Brassington acknowledged UM Australia's contribution over the past ten years, citing campaigns such as the award-winning XXXX Postcodes of Origin.
“UM Australia has played a significant role in shaping our business, including the restaging of XXXX, Hahn and Tooheys, and the launch of Hyoketsu,” he said.
“We wish to express our gratitude to UM for their ongoing service and dedicated partnership across our portfolio of brands.”
CEO of UM Australia, Anathea Ruys, said the company was proud of the high standard of work with Lion, resulting in client growth and industry recognition.
“We have loved working on the amazing Lion brands for such a long tenure. Our partnership across the Lion village has been strong and we have so much respect for the agencies that work on the Lion account," she said.
"The UM team that has contributed so significantly to Lion’s success is incredibly talented and I am proud to continue to work with them across other UM clients.”
Brassington said he anticipated EssenceMediacom would bring “a fresh perspective” to the company’s media strategy.
“We are confident this new collaboration will support our continued growth into the future,” he said.
EssenceMediacom has been making inroads, winning Specsavers and retaining the Queensland government account.
In August last year, Lion's head of marketing, craft and hospitality, Ed Jamison exited the business after 12 years.
The brand's creative agency is independent Thinkerbell.
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