ZenithOptimedia will not contest Lion media review as rivals line up for pitch

March 24, 2014 12:40

Media agency ZenithOptimedia (ZO) will not participate in the review of the $35-$40m media account for Lion’s alcohol brands, Mumbrella can reveal.

The agency has held the account since 2008 but this morning CEO Ian Perrin confirmed it will not participate in the review for multi-million dollar account. He declined to discuss the reasons for the decision.

The decision comes only days before the deadline for agency submissions for the review with a selection of network agencies thought to be on the shortlist including: OMD, Carat, MEC and Initiative.

In a surprise move, independent data-led agency, Bohemia is also thought to be involved in the pitch. However all agencies contacted declined to comment on the pitch.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

Paul 24 Mar 14

the race to the bottom is vital for everyone is this industry but will only be addressed if everyone plays the same game; which is highly unlikely unfortunately.

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