Lion appoints Host as creative agency for XXXX Gold + Ogilvy for XXXX Summer Bright Lager
Lion has announced the appointment of Host on XXXX Gold and Ogilvy on XXXX Summer Bright Lager following a recent creative pitch process.
Says Ben Slocombe, marketing director at Lion: “During the pitch process Host presented fresh strategy work and demonstrated some terrific creative platforms to really take XXXX Gold into the future. Ogilvy, with their youth credentials are poised to deliver some fantastic work on XXXX Summer Bright Lager. We look forward to working with all of the team there.”
Slocombe also recognised the significant contribution of incumbent agency BMF: “This is not a decision we have taken lightly. We have the utmost respect and sincere thanks to the team at BMF who have worked on XXXX for the past 18 years and delivered brilliant work that has helped grow XXXX from #7 to #1. BMF continues to be a significant creative partner working on other brands in Lion’s portfolio.”
10 Comments
Wow. Lion pulled that band-aid off quick. 18 years of fantastic work growing a then provincial beer into a national powerhouse – end of an era. Well done to all at BMF who contributed (and no, I haven’t had any affiliation with Lion or BMF)
Look, I’m not sure if it’s the client or the agency but BMF haven’t done any good beer stuff for a quite a while. And to be fair, the quality of beer advertising in this country, which was once admired all around the world, has declined significantly.
“Ogilvy, with their youth credentials”
Having a gaggle of pretty, 20 year old suits doesn’t give you ‘youth credentials’. It just means the bosses are pervs.
@charles
I agree that beer advertising in Australia has taken an astonishing turn. Rather than innovate and evolve their portfolio, CUB and Lion have clung on for dear life to dinosaur brands and think a shift to rational advertising will turn the societal tide on drinking less, and drinking more sophisticated products.
Bravo BMF to years of solid work on Lion. I am sure the recent work on XXXX has little to do with the creative ambitions of the Agency
Youth credentials? Who are you targeting here Lion? Underage drinkers? Surely not?
Took you from 7 to 1, where do you think you’ll go by changing?
Clients have really murdered Aussie beer advertising.
It’s still hard to get over ‘Experience Collectors’.
Fresh horrors undoubtedly await us.
Nice one HOST ladies and fellas!
Well done Host… really looking forward to seeing your work
Clients part ways with people, not agencies.