It looked like the writing was on the wall for Publicis Mojo when DDB was given the big 2011 project for Steinlager and Shine was handed the Southern Finishing School work a few months back. And the relationship is now officially over, with DDB taking over all things Steinlager and Shine taking over all things Speight’s.
The closed pitch took place over the past couple of months and Danny Phillips, Lion beer marketing and sponsorship director, believes the brands are in very good hands (it is thought Publicis Mojo took part in the pitch).
“Unfortunately this does bring to a close our long and very successful tenure with Publicis Mojo,” he says. “We are hugely appreciative of what Mojo has done for our business over the years, with three big highlights being the launch of Steinlager Pure and the Speight’s Great Beer Delivery and Southern Finishing School campaigns. We wish them all the best.”
DDB managing director Justin Mowday, who will almost definitely be out to celebrate with a few white cans tonight, says Lion’s decision to move was linked to the recent—and fairly risky—Steinlager campaign, which reintroduced the white cans of yore, cut pretty close to the bone by subtly alluding to the tournament that dare not speak its name and seemed to get the goat of DB’s Rene De Monchy.
DDB already has Lion brands Lion Red, Corona, Budweiser and Stella on its books, but Mowday says it’s great to add one of Lion’s hero products to the list. There are not thought to be any agency changes for media (Zenith-Optimedia), digital (Shift), PR (the pr shop) and BTL (Proud) work.
As for Shine, its steady rise continues. It already has Becks, it’s done some great work on Mac’s and the Mac’s Brewbars and, with the help of ex-Publicis Mojo man Steve McKenzie, it’s also done good things with the Great Southern Finishing School campaign.
“As New Zealand’s largest beer brand, with an incredible story and existing support, it’s a great time to be a part of the next chapter for Speight’s,” says Simon Curran, Shine’s co-owner.
Waikato Draught is one of Lion’s stragglers and was won off Publicis Mojo by Josh & Jamie just before the agency melded into Assignment Group.
