‘Bringing them back to beer’: We Are Social wins Lion pitch, accepts youth challenge

Lion has appointed We Are Social as its social agency of record following a competitive pitch process, which will see it work across iconic beer brands XXXX, Hahn, Tooheys, Kirin Ichiban, and Kirin Hyoketsu.

Speaking to Mumbrella, We Are Social’s chief strategy officer, Rich Parker, said social was the “missing piece of the jigsaw puzzle” for Lion’s “incredibly disciplined” marketing team.

“They were looking at how social could fit into the broader set of tactics they’re using. Basically they want to bring social up to a maturity level that is aligned to the rest of its marketing,” he said.