Pitch Watch: Lion appoints UM as its media agency; Tourism Australia appoints Made and Storyation

Mumbrella casts a regular eye over some of the media, creative and PR pitches in market.

In today’s wrap up: Lion (media appointment); Tourism Australia (content appointment).

LionLion moves its media buying to UM

Major alcohol brand Lion is understood to have appointed UM as its media agency.

Mumbrella revealed the major account was in play in June, with UM thought to have won the account following a three-way shootout with OMD and Mindshare.

The account was previously held by Bohemia which did not re-pitch on the account.

Ben Slocombe, marketing director at Lion Australia, said: “We had the opportunity to see some fantastic thinking from a number of leading media agencies at various stages throughout our review process.

“We are excited to announce a partnership with UM, who have demonstrated strong leadership, a passionate understanding of our business, creative strategic thinking and implementation rigor. We really look forward to working with the team to bring some fantastic campaigns to market and to create growth for the beer category and Lion brands”.

UM will drive all connection planning and investment for Lion’s leading beer brands, including: XXXX Gold; XXXX Summer Bright Lager; Tooheys; James Squire; Hahn Super Dry; James Boag’s Premium; cider brand 5 Seeds, and category campaign Beer the Beautiful Truth.

The win marks a mixed year for UM which has had major losses with the departure of Coles Supermarkets and Kmart but has also picked up business with Tourism Australia and now Lion.

Ross Raeburn, CEO of UM, said: “Working with Lion has been something that we have wanted to do for a long time. Their desire to place the consumer at the heart and develop effective connections across OESP reflects UM’s belief in the power of creative connections. We can’t wait to start collaborating with Lion and their partners.”

Tourism Australia

Tourism Australia appoints Made and Storyation to major content project

Fairfax Media’s brand and content division, Made, and content specialists Storyation, have been appointed to a major project developing Tourism Australia’s website. The win comes in the wake of an international tender for the project.

Tourism Australia’s general manager – digital transformation, John Mackenney, said the content partnership was about better telling the Tourism Australia story.

“Like many industries, Tourism Australia is undergoing a digital transformation and we need partners who are able to support us in that exciting journey,” Mackenney said.

“Made and Storyation bring new skills, attitudes and approaches to content. The work they’ve each done in the travel space is impressive. They get our brand and understand the role that compelling content plays in influencing travel decisions.”

Made will assess more than 800 pieces of content on the TA website with a remit to fill gaps and identify future opportunities.

Storyation will develop editorial guidelines for and will also look at the needs of global audiences.

Made managing director, Simon Smith, said: “We are excited to be working with Tourism Australia as the doorway to the nation and to use content to create a premium experience to inspire consumers to learn more about Australia and motivate them to book their next holiday to Australia.”

Storyation’s commercial director, Mimi Cullen, said the project was a chance to build on its existing relationship with TA.

“We’re looking forward to playing a part in the next evolution of and playing a part in making Australia the most memorable and desirable destination on Earth,” said Cullen.


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