Lion shortlist down to three on media account
Lion’s review of its alcohol brands media account is down to just three agencies, Mumbrella understands.
The agencies involved are understood to be Bohemia, Initiative and Mindshare, which has been whittled down from a wider initial shortlist that also included Starcom and MEC.
As Mumbrella revealed earlier this year, Lion pitched the account, which has a media spend estimated by Nielsen to be worth more than $35-40m in 2012-13, in February with incumbent ZenithOptimedia confirming a month later that it would not participate in the process.
All agencies contacted by Mumbrella declined to comment.
In announcing the pitch Matt Tapper, national marketing director of Lion – beer, spirits & wine Australia said: “We are currently reviewing the media support for our business, which will include a pitch process over the coming months.
“Over the past twelve years we have been fortunate to enjoy a rewarding relationship with ZenithOptimedia and for our teams to deliver some innovative and award-winning campaigns together,” he said.
“During this period our portfolio of great brands has also significantly expanded and diversified, and our operating environment has changed so we feel this review is timely.”
Nic Christensen
