Saatchi & Saatchi and Host dropped from Lion Nathan roster

Saatchi & Saatchi has today suffered another big blow, losing its place on the Lion Nathan roster to BMF and Publicis Mojo. Host was also removed from the roster as the brewer moved from four rostered agencies to two.

The loss is the third major blow to the troubled Saatchi & Saatchi in three months.

In July, Saatchi & Saatchi lost retailer David Jones to M&C Saatchi, while last week it emerged that Toyota had shifted some of its work including Yaris from Saatchi & Saatchi to Droga 5.  

Saatchi & Saatchi had been responsible for Tooheys New and the Hahn brands.

The most recent Tooheys New work by Saatchis was the “Beer economy” campaign.

Hahn light bus stop photoSaatchis was also behind the “Stay Premium, Gentlemen” campaign for Hahn Super Dry.

Tooheys New will now move to BMF, which already looks after Tooheys Extra Dry.

Publicis Mojo will take on both Hahn and James Squire, which was previously looked after by Host.

In its announcement, Lion Nathan said: “Under the guidance of Host, James Squire has continued to go from strength to strength and currently leads the Australian craft market.”

Lion Nathan Marketing Director Matt Tapper said:

“It has been a very tough decision to make. We value very strategic and integrated relationships with our agencies and having reviewed our roster we feel we can achieve more effective and sustainable partnerships with two lead creative agencies rather than four.”

He added: “Making these changes at any time is difficult, but we have taken the opportunity to do this now at the commencement of our new financial year to deliver a more consistent scope of work for our lead agencies. We have great respect for the time we have shared with Saatchi & Saatchi and Host and the contribution they have made in building our brands. We thank them and wish them every success in the future.”

Saatchi & Saatchi CEO John Foley issued a statement saying: “While we respect Lion Nathan’s consolidation decision, we naturally would have preferred to be on the right side of the decision. But that’s business – we’ll take it on the chin and move on. We are incredibly proud of the work we have produced for Lion Nathan – particularly in recent times. We have worked with some great people over the years at Lion Nathan and we wish them all the best.”

“So moving forward, as one of the best beer advertising agencies in Australia, we very much look forward to catching up for a beer or two with a brand that wants to share in our experience, passion & category expertise.”


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