Lion
As at 16 Oct 2026, AccountMoves records 4 current agencies for Lion: Thinkerbell (creative, since 31 Aug 2021), Affinity (digital, since 7 Apr 2022), We Are Social (social, since 19 Mar 2025), EssenceMediacom (media, since 7 May 2025). Agency changes reported since 2016: 0. Last reported move: 7 May 2025. Based on reported moves only, with sources.
Marketing lead: Not recorded · Total appointments: 6
Roster: Thinkerbell (creative), Affinity (digital), We Are Social (social), EssenceMediacom (media) Many specialists
Last review on record: 7 May 2025 · Marketing lead since: Not recorded
Agency timeline Which agency has held each account, by discipline
creative, credited 6 Nov 2017 · 1 campaign
Latest: campaign via LBBHost HostSeen in credits only
creative, credited 30 Mar 2020 to 2 June 2021 · 4 campaigns
Latest: campaign via Campaign Brief72andSunny 72andSunnyConfirmed appointment
creative, 5 June 2020 to 31 Aug 2021 · 1 yr 3 mth
Sources: Mumbrella · Campaign BriefThinkerbell ThinkerbellConfirmed appointment
creative, 31 Aug 2021 to now · 5 yr 2 mth
Sources: Mumbrella · Campaign BriefJacky Winter Jacky WinterSeen in credits only
creative, credited 2 Mar 2023 to 3 Mar 2023 · 2 campaigns
Latest: campaign via B&TMonster Children Monster ChildrenSeen in credits only
creative, credited 18 Mar 2025 · 1 campaign
Latest: First Press via Campaign Brief
media, credited 6 Nov 2017 to 15 June 2025 · 36 campaigns
Latest: campaign via LBBZenith Media Zenith MediaSeen in credits only
media, credited 25 Sept 2019 · 1 campaign
Latest: campaign via Campaign Brief72andSunny Sydney 72andSunny SydneySeen in credits only
media, credited 11 Nov 2019 · 1 campaign
Latest: campaign via LBBUM Sydney UM SydneySeen in credits only
media, credited 11 Nov 2019 · 1 campaign
Latest: campaign via Campaign BriefUM & Reprise UM & RepriseSeen in credits only
media, credited 16 Apr 2021 · 1 campaign
Latest: Unearthing Unbelievable via Campaign BriefUM Digital Agency UM Digital AgencySeen in credits only
media, credited 13 July 2022 · 1 campaign
Latest: campaign via Campaign BriefEssenceMediacom EssenceMediacomConfirmed appointment
media, 7 May 2025 to now · 1 yr 5 mth
Sources: Mediaweek · Mumbrella
digital, 9 Aug 2019 to 7 Apr 2022 · 2 yr 8 mth
Sources: Campaign BriefAkcelo AkceloSeen in credits only
digital, credited 8 Mar 2022 · 1 campaign
Latest: campaign via Campaign BriefAffinity AffinityConfirmed appointment
digital, 7 Apr 2022 to now · 4 yr 6 mth
Sources: B&T
social, credited 1 May 2022 · 1 campaign
Latest: campaign via Campaign BriefTribe TribeSeen in credits only
social, credited 31 May 2023 · 2 campaigns
Latest: campaign via Campaign BriefWe Are Social We Are SocialConfirmed appointment
social, 19 Mar 2025 to now · 1 yr 7 mth
Sources: Campaign Brief
PR, credited 16 Apr 2021 · 1 campaign
Latest: Unearthing Unbelievable via Campaign BriefThinkerbell ThinkerbellSeen in credits only
PR, credited 8 Mar 2022 to 15 June 2025 · 10 campaigns
Latest: campaign via Campaign BriefMaven PR Maven PRSeen in credits only
PR, credited 24 June 2024 · 1 campaign
Latest: Player 0.0 via Campaign Brief
design, credited 24 Mar 2023 · 1 campaign
Latest: The Rookie via Campaign BriefWeave WeaveSeen in credits only
design, credited 20 Dec 2023 · 1 campaign
Latest: The Hustle via Campaign Brief
Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.
Agency roster by discipline Tenure in years
| Discipline | Agency | From | To | Tenure | Retained |
|---|---|---|---|---|---|
| creative | ThinkerbellCurrent | 31 Aug 2021 | Now | 5.1 | 0 |
| creative | 72andSunny | 5 June 2020 | 31 Aug 2021 | 1.2 | 0 |
| digital | AffinityCurrent | 7 Apr 2022 | Now | 4.5 | 0 |
| digital | UMS | 9 Aug 2019 | 7 Apr 2022 | 2.7 | 0 |
| media | EssenceMediacomCurrent | 7 May 2025 | Now | 1.4 | 0 |
| social | We Are SocialCurrent | 19 Mar 2025 | Now | 1.6 | 0 |
Agency changes on record Since 2016 · based on reported moves only
No agency changes with a named incumbent have been reported for Lion since 2016. That means none were reported, not necessarily that none happened.
Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.
Seen in credits Agencies credited on Lion campaigns. Evidence of work, not a confirmed appointment or a win
| Agency or company | Credited for | First seen | Last seen | Campaigns | Latest source |
|---|---|---|---|---|---|
| EssenceMediacom Seen in credits | media | 10 Feb 2026 | 8 July 2026 | 4 | Made for XXXX via Campaign Brief |
| HYPERTHEORY Seen in credits | production | 8 July 2026 | 8 July 2026 | 1 | campaign via B&T |
| We Are Social Seen in credits | social | 15 June 2025 | 10 Feb 2026 | 5 | campaign via Campaign Brief |
| Finch Seen in credits | production | 18 Apr 2024 | 10 Feb 2026 | 3 | campaign via Campaign Brief |
| Thinkerbell Seen in credits | PR | 8 Mar 2022 | 15 June 2025 | 10 | campaign via Campaign Brief |
| UM Seen in credits | media | 6 Nov 2017 | 15 June 2025 | 36 | campaign via LBB |
| Affinity Seen in credits | digital | 27 June 2022 | 15 June 2025 | 16 | campaign via Campaign Brief |
| Monster Children Seen in credits | creative | 18 Mar 2025 | 18 Mar 2025 | 1 | First Press via Campaign Brief |
| Thinkerbell Seen in credits | creative | 8 Dec 2021 | 8 Sept 2024 | 22 | campaign via Campaign Brief |
| Hooves Seen in credits | production | 1 Sept 2024 | 2 Sept 2024 | 3 | campaign via B&T |
| Rumble Seen in credits | audio | 8 Nov 2022 | 2 Sept 2024 | 4 | How Good via Campaign Brief |
| Thinkerbell Seen in credits | production | 1 Sept 2024 | 2 Sept 2024 | 3 | campaign via B&T |
| Riot Seen in credits | production | 17 July 2024 | 17 July 2024 | 1 | Kick Carbs, Not Beer via Campaign Brief |
| Maven PR Seen in credits | PR | 24 June 2024 | 24 June 2024 | 1 | Player 0.0 via Campaign Brief |
| Revolver Seen in credits | production | 8 Nov 2022 | 23 June 2024 | 2 | How Good via Campaign Brief |
| The Editors Seen in credits | post-production | 8 Nov 2022 | 23 June 2024 | 3 | How Good via Campaign Brief |
| Larchmont Seen in credits | production | 4 June 2024 | 5 June 2024 | 2 | How Do You Feel via Campaign Brief |
| Weave Seen in credits | design | 20 Dec 2023 | 20 Dec 2023 | 1 | The Hustle via Campaign Brief |
| FINCH Seen in credits | production | 4 July 2022 | 20 Dec 2023 | 2 | Give a XXXX via Campaign Brief |
| Yakusan Seen in credits | production | 7 Aug 2023 | 7 Aug 2023 | 1 | campaign via B&T |
| Humble Seen in credits | production | 19 June 2023 | 19 June 2023 | 1 | campaign via Campaign Brief |
| The Producers Seen in credits | production | 31 May 2023 | 31 May 2023 | 2 | campaign via Campaign Brief |
| Tribe Seen in credits | social | 31 May 2023 | 31 May 2023 | 2 | campaign via Campaign Brief |
| Scoundrel Seen in credits | production | 24 Mar 2023 | 24 Mar 2023 | 1 | The Rookie via Campaign Brief |
| Rumble Studios Seen in credits | design | 24 Mar 2023 | 24 Mar 2023 | 1 | The Rookie via Campaign Brief |
| Jacky Winter Seen in credits | creative | 2 Mar 2023 | 3 Mar 2023 | 2 | campaign via B&T |
| MOFA Seen in credits | production | 14 Feb 2023 | 14 Feb 2023 | 1 | Life via Campaign Brief |
| Pool Seen in credits | production | 14 Feb 2023 | 14 Feb 2023 | 1 | Life via Campaign Brief |
| Elastic Seen in credits | production | 9 Dec 2022 | 9 Dec 2022 | 2 | campaign via Campaign Brief |
| UM Digital Agency Seen in credits | media | 13 July 2022 | 13 July 2022 | 1 | campaign via Campaign Brief |
| Akcelo Seen in credits | social | 1 May 2022 | 1 May 2022 | 1 | campaign via Campaign Brief |
| Akcelo Seen in credits | digital | 8 Mar 2022 | 8 Mar 2022 | 1 | campaign via Campaign Brief |
| Host Seen in credits | creative | 30 Mar 2020 | 2 June 2021 | 4 | campaign via Campaign Brief |
| Eight Seen in credits | production | 2 June 2021 | 2 June 2021 | 1 | campaign via Campaign Brief |
| Taxi Seen in credits | production | 25 May 2021 | 25 May 2021 | 1 | campaign via Campaign Brief |
| UM & Reprise Seen in credits | media | 16 Apr 2021 | 16 Apr 2021 | 1 | Unearthing Unbelievable via Campaign Brief |
| Liquid Ideas Seen in credits | PR | 16 Apr 2021 | 16 Apr 2021 | 1 | Unearthing Unbelievable via Campaign Brief |
| New Holland Seen in credits | post-production | 29 Apr 2020 | 29 Apr 2020 | 1 | campaign via Campaign Brief |
| 72andSunny Sydney Seen in credits | creative | 11 Nov 2019 | 11 Nov 2019 | 2 | campaign via Campaign Brief |
| 72andSunny Sydney Seen in credits | media | 11 Nov 2019 | 11 Nov 2019 | 1 | campaign via LBB |
| 72andSunny Sydney Seen in credits | production | 11 Nov 2019 | 11 Nov 2019 | 1 | campaign via LBB |
| 72andSunny Sydney Seen in credits | post-production | 11 Nov 2019 | 11 Nov 2019 | 1 | campaign via LBB |
| 72andSunny Sydney Seen in credits | audio | 11 Nov 2019 | 11 Nov 2019 | 1 | campaign via LBB |
| The Babe Rainbow Seen in credits | audio | 11 Nov 2019 | 11 Nov 2019 | 1 | campaign via Campaign Brief |
| UM Sydney Seen in credits | media | 11 Nov 2019 | 11 Nov 2019 | 1 | campaign via Campaign Brief |
| DDB Group New Zealand Seen in credits | post-production | 25 Sept 2019 | 25 Sept 2019 | 1 | campaign via Campaign Brief |
| Zenith Media Seen in credits | media | 25 Sept 2019 | 25 Sept 2019 | 1 | campaign via Campaign Brief |
| 72andSunny Seen in credits | creative | 20 Aug 2019 | 20 Aug 2019 | 1 | Beer with Altitude via Campaign Brief |
| Alt Seen in credits | production | 20 Aug 2019 | 20 Aug 2019 | 1 | Beer with Altitude via Campaign Brief |
| whiteGREY Seen in credits | creative | 6 Nov 2017 | 6 Nov 2017 | 1 | campaign via LBB |
| Revolver Australia Seen in credits | production | 6 Nov 2017 | 6 Nov 2017 | 1 | campaign via LBB |
Also credited People named once in Lion campaign credits
Andy Diprose (Photography, Thinkerbell, Campaign Brief) · David Guest (Photography, Thinkerbell, Campaign Brief) · Matt Eastwood (Director, Affinity, Campaign Brief) · Ryan Creevey (Stills Photographer, Rumble, Campaign Brief) · Leilani Croucher (Director, Revolver, Campaign Brief) · Arundati Thandur (Director, Finch, Campaign Brief) · Benji Wienstein (Director, We Are Social, B&T) · Stefan Hunt (Director, Alt, Campaign Brief) · Craig Baldie (Commercial Director, Lion, Campaign Brief) · Rachel Ellerm (National Marketing Director, Lion, Campaign Brief) · Domestic Beer (Brand Director, Lion, Campaign Brief) · Damon Stapleton (Regional Chief Creative Officer, NZ/AU, DDB Group New Zealand, Campaign Brief) · Gary Steele (Executive Creative Director, DDB Group New Zealand, Campaign Brief) · Rory McKechnie (Creative Director, DDB Group New Zealand, Campaign Brief) · Geordie Wilson (Copywriter, DDB Group New Zealand, Campaign Brief) · Kiran Strickland (Copywriter, DDB Group New Zealand, Campaign Brief) · Michael Doolan (Senior Business Manager, Jennifer Travers, Campaign Brief) · Rupert Price (Chief Strategy Officer, Jennifer Travers, Campaign Brief) · Lucinda Sherborne (Executive Planning Director, Jennifer Travers, Campaign Brief) · Judy Thompson (Executive Producer, Jennifer Travers, Campaign Brief) · Samantha Royal (Senior TV Producer, Jennifer Travers, Campaign Brief) · Mark Foster (Executive Producer, Goodoil Films, Campaign Brief) · George Mackenzie (Business Director, Goodoil Films, Campaign Brief) · Michelle Savill (Director, Goodoil Films, Campaign Brief) · Chris Elliott (Production Designer, Goodoil Films, Campaign Brief) · Andrew Stroud (DOP, Goodoil Films, Campaign Brief) · Dan Kircher (Offline Editor, Goodoil Films, Campaign Brief) · Dave Gibson (Colourist, Goodoil Films, Campaign Brief) · Mahuia Bridgman-Cooper (Composer, Goodoil Films, Campaign Brief) · Franklin Rd (Composer, Goodoil Films, Campaign Brief) · Sam Kristofski (Director, The Babe Rainbow, Campaign Brief) · Aaron McCann (Art Director, Host, Campaign Brief) · Emma Power (Print Producer, Host, Campaign Brief) · Jordan Van Der Heide (Account Manager, Host, Campaign Brief) · Ant Moore (Account Manager, Host, Campaign Brief) · Tim Seller (Editor, Lion, Campaign Brief) · Steve Greenaway (Photographer, Taxi, Campaign Brief) · Jay Topping (Director, Eight Productions, B&T) · Toby Burrows (Photography, Scoundrel Projects, Campaign Brief) · Loren Bradley (Executive Producer, FINCH, Campaign Brief) · Corey Esse (Managing Director, FINCH, Campaign Brief) · Claire Thompson (Head of Production, FINCH, Campaign Brief) · Alex Taussig (Producer, FINCH, Campaign Brief) · Ariel Martin (Director, Scoundrel, Campaign Brief) · Laurence Van Camp (Editor, ARC EDIT, Campaign Brief) · Tom Campbell (Director, Good Oil, Campaign Brief) · Phoebe Taylor (Editor, Good Oil, Campaign Brief) · Cameron Bruce (Musical Director, Good Oil, Campaign Brief) · Stephen Carroll (Director, FINCH, Campaign Brief)
Full history Every pitch, review, win and retention
| Announced | Decided | Type | Discipline | Incumbent | Winner | Also pitched | Est. $m | Status | Source |
|---|---|---|---|---|---|---|---|---|---|
| 7 May 2025 | 7 May 2025 | appointment | media | EssenceMediacom | confirmed | via Mediaweekvia Mumbrella | |||
| 19 Mar 2025 | 19 Mar 2025 | appointment | social | We Are Social | confirmed | via Campaign Brief | |||
| 7 Apr 2022 | 7 Apr 2022 | appointment | digital | Affinity | confirmed | via B&T | |||
| 31 Aug 2021 | 31 Aug 2021 | appointment | creative | Thinkerbell | confirmed | via Mumbrellavia Campaign Brief | |||
| 5 June 2020 | 5 June 2020 | appointment | creative | 72andSunny | confirmed | via Mumbrellavia Campaign Brief | |||
| 9 Aug 2019 | 9 Aug 2019 | appointment | digital | UMS | confirmed | via Campaign Brief |
Marketing leaders
| Person | Title | From | To |
|---|---|---|---|
| Rachel Ellerm | National Marketing Director | 25 Sept 2019 | 25 Sept 2019 |
| Domestic Beer | Brand Director | 25 Sept 2019 | 25 Sept 2019 |
