16 Oct 2026 · Sourced dataLatestMedibank media → Accenture Song · 15 OctPirelli Australia social → We Are Different · 14 Octeeger creative → Noisy Beast · 14 OctPirelli media → We Are Different · 14 OctTaylorMade media → Innocean Australia · 13 OctLessn social → Banter · 13 Oct
Brands › Lion

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

Agency changes on record since 20160based on reported moves only
Tenure on record1.9median years · 2 ended relationships · 4 current

Last review on record: 7 May 2025 · Marketing lead since: Not recorded

Agency timeline Which agency has held each account, by discipline

creative
whiteGREY whiteGREYSeen in credits only
creative, credited 6 Nov 2017 · 1 campaign
Latest: campaign via LBB
Host HostSeen in credits only
creative, credited 30 Mar 2020 to 2 June 2021 · 4 campaigns
Latest: campaign via Campaign Brief
72andSunny 72andSunnyConfirmed appointment
creative, 5 June 2020 to 31 Aug 2021 · 1 yr 3 mth
Sources: Mumbrella · Campaign Brief
Thinkerbell ThinkerbellConfirmed appointment
creative, 31 Aug 2021 to now · 5 yr 2 mth
Sources: Mumbrella · Campaign Brief
Jacky Winter Jacky WinterSeen in credits only
creative, credited 2 Mar 2023 to 3 Mar 2023 · 2 campaigns
Latest: campaign via B&T
Monster Children Monster ChildrenSeen in credits only
creative, credited 18 Mar 2025 · 1 campaign
Latest: First Press via Campaign Brief
ThinkerbellConfirmed · 5 yr 2 mth
media
UM UMSeen in credits only
media, credited 6 Nov 2017 to 15 June 2025 · 36 campaigns
Latest: campaign via LBB
Zenith Media Zenith MediaSeen in credits only
media, credited 25 Sept 2019 · 1 campaign
Latest: campaign via Campaign Brief
72andSunny Sydney 72andSunny SydneySeen in credits only
media, credited 11 Nov 2019 · 1 campaign
Latest: campaign via LBB
UM Sydney UM SydneySeen in credits only
media, credited 11 Nov 2019 · 1 campaign
Latest: campaign via Campaign Brief
UM & Reprise UM & RepriseSeen in credits only
media, credited 16 Apr 2021 · 1 campaign
Latest: Unearthing Unbelievable via Campaign Brief
UM Digital Agency UM Digital AgencySeen in credits only
media, credited 13 July 2022 · 1 campaign
Latest: campaign via Campaign Brief
EssenceMediacom EssenceMediacomConfirmed appointment
media, 7 May 2025 to now · 1 yr 5 mth
Sources: Mediaweek · Mumbrella
EssenceMediacomConfirmed · 1 yr 5 mth
digital
UMS UMSConfirmed appointment
digital, 9 Aug 2019 to 7 Apr 2022 · 2 yr 8 mth
Sources: Campaign Brief
Akcelo AkceloSeen in credits only
digital, credited 8 Mar 2022 · 1 campaign
Latest: campaign via Campaign Brief
Affinity AffinityConfirmed appointment
digital, 7 Apr 2022 to now · 4 yr 6 mth
Sources: B&T
AffinityConfirmed · 4 yr 6 mth
social
Akcelo AkceloSeen in credits only
social, credited 1 May 2022 · 1 campaign
Latest: campaign via Campaign Brief
Tribe TribeSeen in credits only
social, credited 31 May 2023 · 2 campaigns
Latest: campaign via Campaign Brief
We Are Social We Are SocialConfirmed appointment
social, 19 Mar 2025 to now · 1 yr 7 mth
Sources: Campaign Brief
We Are SocialConfirmed · 1 yr 7 mth
PR
Liquid Ideas Liquid IdeasSeen in credits only
PR, credited 16 Apr 2021 · 1 campaign
Latest: Unearthing Unbelievable via Campaign Brief
Thinkerbell ThinkerbellSeen in credits only
PR, credited 8 Mar 2022 to 15 June 2025 · 10 campaigns
Latest: campaign via Campaign Brief
Maven PR Maven PRSeen in credits only
PR, credited 24 June 2024 · 1 campaign
Latest: Player 0.0 via Campaign Brief
Vacant on record
design
Rumble Studios Rumble StudiosSeen in credits only
design, credited 24 Mar 2023 · 1 campaign
Latest: The Rookie via Campaign Brief
Weave WeaveSeen in credits only
design, credited 20 Dec 2023 · 1 campaign
Latest: The Hustle via Campaign Brief
Vacant on record
2020202120222023202420252026

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

DisciplineAgencyFromToTenureRetained
creativeThinkerbellCurrent31 Aug 2021Now5.10
creative72andSunny5 June 202031 Aug 20211.20
digitalAffinityCurrent7 Apr 2022Now4.50
digitalUMS9 Aug 20197 Apr 20222.70
mediaEssenceMediacomCurrent7 May 2025Now1.40
socialWe Are SocialCurrent19 Mar 2025Now1.60

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 companyCredited forFirst seenLast seenCampaignsLatest source
EssenceMediacom Seen in creditsmedia10 Feb 20268 July 20264Made for XXXX via Campaign Brief
HYPERTHEORY Seen in creditsproduction8 July 20268 July 20261campaign via B&T
We Are Social Seen in creditssocial15 June 202510 Feb 20265campaign via Campaign Brief
Finch Seen in creditsproduction18 Apr 202410 Feb 20263campaign via Campaign Brief
Thinkerbell Seen in creditsPR8 Mar 202215 June 202510campaign via Campaign Brief
UM Seen in creditsmedia6 Nov 201715 June 202536campaign via LBB
Affinity Seen in creditsdigital27 June 202215 June 202516campaign via Campaign Brief
Monster Children Seen in creditscreative18 Mar 202518 Mar 20251First Press via Campaign Brief
Thinkerbell Seen in creditscreative8 Dec 20218 Sept 202422campaign via Campaign Brief
Hooves Seen in creditsproduction1 Sept 20242 Sept 20243campaign via B&T
Rumble Seen in creditsaudio8 Nov 20222 Sept 20244How Good via Campaign Brief
Thinkerbell Seen in creditsproduction1 Sept 20242 Sept 20243campaign via B&T
Riot Seen in creditsproduction17 July 202417 July 20241Kick Carbs, Not Beer via Campaign Brief
Maven PR Seen in creditsPR24 June 202424 June 20241Player 0.0 via Campaign Brief
Revolver Seen in creditsproduction8 Nov 202223 June 20242How Good via Campaign Brief
The Editors Seen in creditspost-production8 Nov 202223 June 20243How Good via Campaign Brief
Larchmont Seen in creditsproduction4 June 20245 June 20242How Do You Feel via Campaign Brief
Weave Seen in creditsdesign20 Dec 202320 Dec 20231The Hustle via Campaign Brief
FINCH Seen in creditsproduction4 July 202220 Dec 20232Give a XXXX via Campaign Brief
Yakusan Seen in creditsproduction7 Aug 20237 Aug 20231campaign via B&T
Humble Seen in creditsproduction19 June 202319 June 20231campaign via Campaign Brief
The Producers Seen in creditsproduction31 May 202331 May 20232campaign via Campaign Brief
Tribe Seen in creditssocial31 May 202331 May 20232campaign via Campaign Brief
Scoundrel Seen in creditsproduction24 Mar 202324 Mar 20231The Rookie via Campaign Brief
Rumble Studios Seen in creditsdesign24 Mar 202324 Mar 20231The Rookie via Campaign Brief
Jacky Winter Seen in creditscreative2 Mar 20233 Mar 20232campaign via B&T
MOFA Seen in creditsproduction14 Feb 202314 Feb 20231Life via Campaign Brief
Pool Seen in creditsproduction14 Feb 202314 Feb 20231Life via Campaign Brief
Elastic Seen in creditsproduction9 Dec 20229 Dec 20222campaign via Campaign Brief
UM Digital Agency Seen in creditsmedia13 July 202213 July 20221campaign via Campaign Brief
Akcelo Seen in creditssocial1 May 20221 May 20221campaign via Campaign Brief
Akcelo Seen in creditsdigital8 Mar 20228 Mar 20221campaign via Campaign Brief
Host Seen in creditscreative30 Mar 20202 June 20214campaign via Campaign Brief
Eight Seen in creditsproduction2 June 20212 June 20211campaign via Campaign Brief
Taxi Seen in creditsproduction25 May 202125 May 20211campaign via Campaign Brief
UM & Reprise Seen in creditsmedia16 Apr 202116 Apr 20211Unearthing Unbelievable via Campaign Brief
Liquid Ideas Seen in creditsPR16 Apr 202116 Apr 20211Unearthing Unbelievable via Campaign Brief
New Holland Seen in creditspost-production29 Apr 202029 Apr 20201campaign via Campaign Brief
72andSunny Sydney Seen in creditscreative11 Nov 201911 Nov 20192campaign via Campaign Brief
72andSunny Sydney Seen in creditsmedia11 Nov 201911 Nov 20191campaign via LBB
72andSunny Sydney Seen in creditsproduction11 Nov 201911 Nov 20191campaign via LBB
72andSunny Sydney Seen in creditspost-production11 Nov 201911 Nov 20191campaign via LBB
72andSunny Sydney Seen in creditsaudio11 Nov 201911 Nov 20191campaign via LBB
The Babe Rainbow Seen in creditsaudio11 Nov 201911 Nov 20191campaign via Campaign Brief
UM Sydney Seen in creditsmedia11 Nov 201911 Nov 20191campaign via Campaign Brief
DDB Group New Zealand Seen in creditspost-production25 Sept 201925 Sept 20191campaign via Campaign Brief
Zenith Media Seen in creditsmedia25 Sept 201925 Sept 20191campaign via Campaign Brief
72andSunny Seen in creditscreative20 Aug 201920 Aug 20191Beer with Altitude via Campaign Brief
Alt Seen in creditsproduction20 Aug 201920 Aug 20191Beer with Altitude via Campaign Brief
whiteGREY Seen in creditscreative6 Nov 20176 Nov 20171campaign via LBB
Revolver Australia Seen in creditsproduction6 Nov 20176 Nov 20171campaign 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

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
7 May 20257 May 2025appointmentmediaEssenceMediacomconfirmedvia Mediaweekvia Mumbrella
19 Mar 202519 Mar 2025appointmentsocialWe Are Socialconfirmedvia Campaign Brief
7 Apr 20227 Apr 2022appointmentdigitalAffinityconfirmedvia B&T
31 Aug 202131 Aug 2021appointmentcreativeThinkerbellconfirmedvia Mumbrellavia Campaign Brief
5 June 20205 June 2020appointmentcreative72andSunnyconfirmedvia Mumbrellavia Campaign Brief
9 Aug 20199 Aug 2019appointmentdigitalUMSconfirmedvia Campaign Brief

Marketing leaders

PersonTitleFromTo
Rachel EllermNational Marketing Director25 Sept 201925 Sept 2019
Domestic BeerBrand Director25 Sept 201925 Sept 2019

Stated reasons and comments Paraphrased, with source links

AGENCY SAYS Shaw said We Are Social was excited to take on Lion, and flagged big plans for the next phase. Suzie Shaw · the move · via Campaign Brief, 19 Mar 2025 · paraphrased
WHY THEY WON Allan said We Are Social stood out for a clear grasp of the customer and category, the strength of its creative ideas and a close cultural match. Chris Allan · the move · via Campaign Brief, 19 Mar 2025 · paraphrased
AGENCY SAYS Miao said UMS was delighted to take on Lion. Jessica Miao · the move · via Campaign Brief, 9 Aug 2019 · paraphrased
WHY THEY WON Fairlam pointed to its data and technology capability as the reasons for choosing UMS. Andrew Fairlam · the move · via Campaign Brief, 9 Aug 2019 · paraphrased