Alcohol beverage company Lion is reviewing its media account.
The incumbent is IPG media agency UM, which has held the account for nine years winning the pitch in 2016.
Lion handles many beer, ready to drink and spirit brands including XXXX, Tooheys, Kirin Hyoketsu, White Claw, Four Pillars Gin, 5 Seeds cider and more.
A Lion spokesperson confirmed the news with AdNews.
"As part of ongoing due diligence Lion conducts standard reviews of our partners with our procurement team," the spokesperson said.
"This is not a reflection of the performance of our partners, and it is business as normal with our partners during the review period. This is a media review only."
The brand's creative agency is independent Thinkerbell.
The brand's most recent campaign saw Australian beer brand Tooheys bringing back pubs and pub rock culture with ‘Tooheys on Tour’, a program aimed at celebrating pubs and live music.
In April last year, Lion restructured its leadership team seeing the appointment of James Brindley and Anubha Sahasrabuddhe as the Australian business leads, who replaced the MD position previously held by David Smith.
Sahasrabuddhe leads the Lion Australia sales and marketing portfolios in addition to growth team leader.
CEO Sam Fischer said at the time “We need to continue to refine our structures to ensure our operating model is aligned to our strategy and working as effectively as possible with a cost base comparable to competitor businesses.”
In August last year, Lion's head of marketing, craft and hospitality, Ed Jamison exited the business after 12 years.
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