News

EssenceMediacom wins Lion media account

Lauren McNamara

May 8, 2025 2:29

EssenceMediacom has won one of the biggest local media pitches of the year so far.

Lion — which owns brands including Toohey’s, XXXX, and Heineken — has appointed the GroupM agency to lead its media account, understood to be worth around $60 million.

It will “help Lion connect with consumers in new and meaningful ways”, according to a LinkedIn post.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

EssenceMediacom Glen Brasington GroupM lion Media media account pitch rebrand restructure WPP Media

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