New Zealand brewer consolidates $18m ad account

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SYDNEY -- New Zealand brewing giant Lion Nathan Ltd has centralized its $18m advertising account with its three Sydney agencies, Clemenger BBDO, John Singleton Advertising and Saatchi & Saatchi.

The move is part of the restructure of the brewer's regional marketing by Gordon Cairns, Lion Nathan's new chief executive, following the appointment as National Marketing Director of David Metherell, formerly managing director of Perth's Swan Brewery, a Lion Nathan subsidiary.

Big losers are Clemenger BBDO Adelaide and its Perth subsidiary Intoto, both dropping about $2.5m. JSA is the big winner in the reshuffle, adding West End and Emu brands to its XXXX Bitter, Sydney Bitter and Tooheys Draught accounts.

Saatchi gains some Swan and Toohey brands but loses the Hahn brands to Clemenger Sydney, which also handles Toohey Dry and the master media buying.

Broadly, JSA now handles traditional brands, Clemenger Sydney the contemporary brews and Saatchi the low-alcohol and mid-strength beers.

Copyright January 1997, Crain Communications Inc.

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