Lion Beer, Cider & Wine Australia has announced that shopper strategy agencies; Geometry Global and Integer will join its Agency Village following a recent pitch process.

Geometry Global has been appointed to work on Lion’s Shopper Strategy Projects such as the Beer Category Growth Plan and will be the lead shopper agency for XXXX and Craft portfolios.

Integer has been appointed as lead agency for Shopper Strategy and Executional Projects for Major Customers, Hahn, Kirin, Little Creatures, Tap King, On-premise and Lions Cider portfolio and will sit alongside Shopper Execution Agency, PMG Communications, who remain a long term partner of Lion.

Ben Slocombe, marketing director, category and planning, Lion Beer, Cider & Wine Australia, said: “The Retail and On Premise environment is rapidly changing and we are looking at new ways to deliver consumer, customer and shopper wins along the Path To Purchase. We believe that what Geometry and Integer presented will help realise the aspiration we have for our Shopper Connection and Activation program.

“The team showed us some fantastic Shopper Frameworks and put forward new creative ways to connect with Shoppers which challenged our thinking. We are continually looking at new and innovative ways to add value to our customers’ businesses and both our new agencies will help us here.

“Plus, there is a really good cultural fit with both agencies – it is important to us at Lion that our partners’ values match ours.”

Geometry Australia CEO Sean Taylor said: “We are delighted to win the business and be in a position to help take Lion’s shopper strategy to a new level.

“In today’s complex and rapidly changing marketing environment it’s important to be on the cutting edge of shopper strategy and engage customers at every touch point. With access to Geometry’s proprietary tools and to the broad expertise of Geometry agency’s network, we are confident the Lion partnership will produce world class work across all shopper projects. We can’t wait to get started.”

Integer Australia managing director Georgia Bruton said: “We’re thrilled about our new partnership with Lion. The chemistry between us made the pitch process incredibly enjoyable. There was a feeling of it being the right partnership from the beginning which, combined with our insights and expertise, is ultimately the perfect formula for success.”