AFFINITY appointed as digital partner for Lion

Lion has appointed independent agency AFFINITY as its new strategic digital partner for its Australian portfolio.

The appointment aims to bolster Lion’s Connections model to drive effective engagement with consumers.


Akcelo is the incumbent on the account. Lion was the founding client when Akcelo launched in July 2020.

Lion connections director Ed Stening said: “This appointment marks a significant investment in new MarTech communications for Lion, and AFFINITY has an impressive track record for generating consumer engagement through data-driven strategy. Our recent work together on various MarTech initiatives has demonstrated they’ll help Lion deliver a deeper connection with the millions of Australians that already enjoy our portfolio of brands.”

Stening concluded: “At a time when the beverage industry is going through some incredible shifts and opportunities, the combined strengths of Thinkerbell, UM and AFFINITY will drive Lion’s ambition to build enduring connections with consumers.”

Lion named Thinkerbell as its sole creative agency partner in August last year. UM handles the media.

AFFINITY founder and CEO Luke Brown said: “Lion is a company that recognises the value of using data to create meaningful experiences that deliver short and long-term commercial benefits. We’re looking forward to collaborating with Lion and their partners to deliver a holistic approach to digital engagement with meaningful outcomes across the portfolio.”

AFFINITY will start working with Lion from 1 June 2022.


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