Lyre’s Appoints Audience Precision As Its Global Research, Media Strategy And Buying Consultancy

Lyre’s Appoints Audience Precision As Its Global Research, Media Strategy And Buying Consultancy
Andrew McKean
By Andrew McKean



Lyre’s Non-Alcoholic Spirits has appointed media strategy consultancy and technology business Audience Precision to handle its strategy, media planning and buying around the world.

The appointment follows an 8-month long, bespoke research study conducted by Audience Precision to understand the global expansion opportunities for Lyre’s.

The two-year-old Australian company has secured distribution in more than 50 countries around the world and Audience Precision will join that expansion journey.

This partnership will aid Lyre’s as they continue to expand to new territories, capitalising on the growth of non-alcoholic drink alternatives.

Launched in Australia in April 2019, Lyre’s Non-Alcoholic Spirits produces 15 alcohol-free classic spirits and five ready to drink variants.

The brand was founded by Mark Livings and Carl Hartmann with the vision to change the way the world drinks.

Lyre’s approached Audience Precision because of its unique ability to provide expertise in research, insights, strategy and execution all under one roof around the world.

Audience Precision calls this its ‘Single Red Thread’, using the same dataset of consumer behavioural research to deliver a sustainable advantage to brands.

Using Audience Precisions bespoke built strategy guidance system Precise360, the Single Red Thread approach includes the use of consumer behavioural single-source research and client bespoke research to create psychographic audience segments, marketing insights, communications strategy, media planning and buying and campaign reporting.

Audience Precision global CEO, Haydon Bray, said, “It was always our vision to be disruptive, strategy-led, client-focused and collaborative.”

“We have the same start-up mentality as Lyre’s and our bespoke research study that identified growth opportunities gave Lyre’s the confidence to appoint us to help them deliver on their global growth ambitions.”

Lyre’s Non-Alcoholic Spirits global CMO, Paul Gloster, said, “The partnership with Audience Precision is a cornerstone of our ecosystem to deliver global growth across the Lyre’s non-alcoholic range.”

“It takes all the learnings from years of experience working on global brands and brings them together with the highest degree of ‘smarts’ to fuel growth at pace with consistency for our teams across the world.”

The Lyre’s Non-Alcoholic Spirits appointment follows Audience Precision’s other recent new client wins including RedEarth Energy Storage, L’Occitane and RM Williams.

The Lyre’s appointment is effective immediately.




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