Bohemia picks up Lion alcohol brands following three-way pitch

lionLion 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.


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