Lion appoints We Are Social as social agency of record

Lion has appointed We Are Social as its social agency of record

The partnership will see the socially-led creative agency work across XXXX, Hahn, Tooheys, Kirin Ichiban, and Kirin Hyoketsu to drive long-term brand growth through social.

We Are Social will provide a social-first approach to content creation, community management and campaign execution, ensuring Lion’s brands have a meaningful and engaging presence across platforms.

The agency will also leverage social listening to identify and collaborate with local creators, fostering deeper connection with audiences and driving cultural relevance.

"Lion has an incredible portfolio of brands with rich histories and a lot of consumer love," Suzie Shaw, CEO of We Are Social Australia, said. "We’re excited to help them unlock the full potential of social with a sustained, culture-driven approach that delivers real impact. By blending data-driven insights, social creativity with clever community engagement we aim to make these strong brands even more loved and famous."

Chris Allan, connections director at Lion, said: "We’re thrilled to welcome We Are Social into the Lion Pride! A great fit for our business with awesome talent and proven creativity for consumer impact. We’re excited about the partnership and the vision we share to connect Lion’s iconic brands with consumers across the dynamic social landscape."

This win for We Are Social comes after it was appointed as eBay Australia’s social and influencer marketing agency of record last year.

The agency will elevate the brand’s presence across TikTok and Instagram, as well as in partnership with local creators, continuing to build their audience, drive community engagement and activate retail moments across their many categories, including pre-loved fashion, trading cards and car parts and accessories.

As part of the remit, We Are Social will review eBay’s organic social and influencer strategy to align with its brand platform, Everyone Has a Thing, and strengthen its presence.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.