EssenceMediacom wins Lion media account
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.
“Our team and Lion’s share a passion for innovation and a commitment to delivering measurable results and we can’t wait to get started,” the agency’s post read. “Lion, thank you for choosing us to be your media partner, we’ll be restocking our fridges with James Squire, Toohey’s and Hahn to celebrate.”
EssenceMediacom has won the account off incumbent UM, which held a nearly ten-year relationship with Lion. It played a “significant role” in shaping the business, according to CMO Glen Brasington.
“Lion and UM Australia have had a10 year partnership together across the development and execution on many successful initiatives,” he said in a statement.
“We wish to express our gratitude to UM for their ongoing service and dedicated partnership across our portfolio of brands.”
He said the brand is welcoming EssenceMediacom to “provide fresh perspectives and shared ambitions”. He said he is confident in the new collaboration, and that it will “support our continued growth into the future”.
EssenceMediacom declined to comment.
While the agency celebrates the win, it is also potentially preparing for the global rebrand of GroupM to WPP Media. It is not year clear what the impact will be on the Australian market.
Originally reported by AdAge, the agency network will see roles and individual brands further streamlined, with the “sunsetting of agency-specific titles” also expected.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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