Milk + Honey United’s foundation client revealed as Lion’s James Squire

Steve Jackson and Andy DiLallo’s new creative shop, Milk + Honey United, has revealed its foundation client is Lion’s James Squire.

The independent business was appointed to James Squire account following a competitive pitch process, the agency’s first major pitch. Milk + Honey United will be executing the creative for brand-building campaigns designed to help it fulfil its growth ambitions.

“This marks a significant milestone in our story, we are thrilled to be opening our doors with such a prestigious account led by world class marketers and supported by our purpose built James Squire team. We are excited about playing our part in delivering genuine impact for the Lion business and helping to make James Squire one of Australia’s truly iconic, premium brands,” DiLallo and Jackson said in a statement.

Milk + Honey United join Ogilvy, Host Havas, Thinkerbell and 72 and Sunny on Lion’s roster, the latter two of which were added in 2019.

Malcolm Eadie, Lion brand director of craft and premium, said: “We’re delighted to welcome Milk & Honey on board. It’s incredibly exciting to be working with such a talented team. They have really impressed us with their strong creativity, their fresh, consumer led thinking and natural collaborative style. They will be a pivotal and valued partner as we move the James Squire brand into its next phase of growth.”

Milk + Honey United officially launched in March, offering ‘always fresh and always sticky’ ideas for clients. DiLallo and Jackson first teamed up for the business in late 2020 following their respective departures from TBWA Sydney and Innocean.

DiLallo spent over three years with TBWA Sydney, departing in October when it was announced that Clemenger BBDO Melbourne’s Evan Roberts was taking the helm at the creative agency. His previous experience spans M&C Saatchi and Leo Burnett.

Jackson left Innocean in July last year, after the agency was restructured under the leadership of new CEO Jasmine Bedir. He joined from DDB and spent time at Saatchi & Saatchi and Droga5’s brief venture in Australia.

Milk + Honey United kicked off with a spot for The One Club for Creativity to mark submissions opening for The One Show 2021. The film paid homage to Burger King’s ‘Mouldy Whopper’ campaign which won best in show, 4 best of disciplines and 18 gold pencils last year.

“It is refreshing to be able to deliver a more modern approach. Our ‘stripped back, switched on, focused in’ model means the right minds and skills are around the table from the very beginning. It’s been great to see just how well it’s working for everyone already,” DiLallo and Jackson added.


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