New independent agency Milk & Honey United has won the James Squire Beer account, following a competitive pitch process.
The new agency, led by industry veterans Steve Jackson and Andy DiLallo, has been appointed to the Lion Nathan roster to lead the James Squire business.
The announcement comes after Lion ran a pitch process to identify the best agency to support the James Squire brand and help realise its growth ambitions, through innovative and creative brand building campaigns.
“We’re delighted to welcome Milk & Honey on board. It’s incredibly exciting to be working with such a talented team," Lion craft and premium brand director Malcolm Eadie says.
"They have really impressed us with their strong creativity, their fresh, consumer led thinking and natural collaborative style. They will be a pivotal and valued partner as we move the James Squire brand into its next phase of growth."
Coming off the back of their inaugural global call-for-entries campaign for The One Show, this was Milk & Honey’s first major pitch and sees Lion become one of its founding clients.
“This marks a significant milestone in our story, we are thrilled to be opening our doors with such a prestigious account led by world class marketers and supported by our purpose built James Squire team," Jackson and DiLallo say.
"We are excited about playing our part in delivering genuine impact for the Lion business and helping to make James Squire one of Australia’s truly iconic, premium brands.”
Jackson and DiLallo launched Milk & Honey United earlier in the year following their departures last year from Innocean and TBWA Sydney respectively.
“It is refreshing to be able to deliver a more modern approach," Jackson and DiLallo say.
"Our ‘stripped back, switched on, focused in’ model means the right minds and skills are around the table from the very beginning. It’s been great to see just how well it’s working for everyone already.”
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