Bohemia picks up Lion alcohol brands following three-way pitch
Lion has awarded its alcohol brands $35-$40m media account to Bohemia.
The agency will handle the media strategy, buying and optimisation for the majority of Lion’s leading local beer brands including XXXX, Tooheys, James Squire, Hahn and James Boag’s; international beers including Stella Artois, Corona and Budweiser as well as all cider brands.
It is understood the independent agency beat a shortlist that also included Mindshare and Initiative. Incumbent ZenithOptimedia declined to pitch.
Matt Tapper, national marketing director, Lion Beer, Spirits & Wine Australia, said in a statmenet: “Over the past decade the scale and diversity of our portfolio of brands has grown immensely, and our focus is now firmly set on driving growth.
“This is an exciting time for our marketing teams, and we were impressed with the strategic planning and data analytics displayed by Bohemia during the pitch process. We look forward to working with all of the team at Bohemia with a view to growing collectively.”
Lion put the account out for pitch in February.
Bohemia has had a number of recent wins including Vodafone, Red Rooster and Oporto. The agency is also understood to be close to landing part of the up-for-grabs Woolworths account.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Huge news!
Bohemia might be in the hunt for a new office if they keep wining all this business.
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Serious question. Why call them independent when they are part of STW? Could someone explain??
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Hi Me,
STW have a minority interest. But I take your point. “STW-aligned” might be a good way of putting it…
Cheers,
Tim – Mumbrella
Hi Tim,
Yes it would appear the alignment with STW is very very close.
http://www.stwgroup.com.au/our.....es/bohemia
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Hi Me,
But still majority independently owner: https://mumbrella.com.au/bohemia-were-not-going-to-merge-with-ikon-147168
Cheers,
Tim – Mumbrella
Congrats guys, another well deserved big win!
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I wonder if I’m the first person to pick up the annoying typo on the Bohemia STW page. It’s kind of a big deal given it describes what they position as their market USP.
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Massive congrats! Great agency on the rapid move upwards!
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