EssenceMediacom has emerged as the new media agency for Lion, taking over media planning and buying responsibilities from long-time incumbent UM following a competitive review held in March.
Mediaweek understands the beer and beverage company, home to household brands like XXXX, Hahn, James Squire and Stone & Wood, put the account out for periodic review as part of standard business practice.
While UM, part of IPG Mediabrands, had been widely recognised for strong past work with Lion, WPP’s EssenceMediacom has managed to clinch the account, adding another major name to its client roster.
EssenceMediacom CEO Pippa Berlocher
The agency, under CEO Pippa Berlocher, has had a strong run: retaining the $60 million Queensland Government account in mid-2024, winning Specsavers just two months later, and securing Warner Bros. Discovery’s streaming platform Max earlier this year.
At the time Berlocher said the agency “couldn’t be more excited to partner with Warner Bros. Discovery”.
“WBD content has always been at the cutting edge of culture and we’re looking forward to helping them breakthrough and bring it to life locally in a uniquely Aussie way. From the first interaction of the pitch, we loved working with the team at WBD and had amazing chemistry from the start. We can’t wait to get cracking.”
CEO of UM Anathea Ruys said of the move: “We have loved working on the amazing Lion brands for such a long tenure. Our partnership across the Lion village has been strong and we have so much respect for the agencies that work on the Lion account.
“The UM team that has contributed so significantly to Lion’s success is incredibly talented and I am proud to continue to work with them across other UM clients.”