Lion and Lion refreshes brand positioning and visual identity

Lion and Lion has unveiled a new brand positioning and visual identity. It also developed a new tagline, "Made to Impact", which highlights the positive effect its work has on client brands, audiences, and the industry as a whole. Under the leadership of CEO, Fredrik Gumpel (pictured left) and chief creative officer, Cheelip Ong (pictured right), the agency initiated a transformation exercise in 2019 to adopt a more flexible and integrated approach that remains faithful to the agency’s core commitment to having a creatively-driven, digital-first mindset.

Following the transformation, Lion and Lion has redefined its positioning in the industry as an agency that emphasises holistic strategic thinking, ideas-led solutions, and a flexible business model customised for the digital age. A core team of experts in the interconnected fields of strategy, creative, social, content, media, and commerce will help drive the related brand or marketing strategy, while local integrated solutions pods service the clients in each market. According to the agency, this results in a highly agile setup that is able to meet the business needs of clients from end to end, while ensuring versatility and creativity when engaging audiences in different markets.

The new corporate colours of black and red evoke a sense of boldness that suggests the willingness to push boundaries and challenge conventions. This relates back to the agency's tagline of "Made to Impact", in which the agency aims to make a positive change in all of its activities, from elevating a client’s brand to building an inclusive and supportive company culture. A+M has reached out to the agency for additional information on other key personnel changes after its news brand position and visual identity.

Moreover, the agency's new “creatively driven, digital-first” value proposition as well as its customisable delivery model has helped Lion and Lion to broaden its client portfolio as well as secure a number of new wins. The wins were in local markets and Southeast Asia, where several regional digital partnerships have been formed. "Multi-market and multi-brand engagements are becoming the key segment for the agency with more than 50% of the clients across the group falling into these categories," said Lion and Lion. Currently, the agency is doing work in more than 15 markets and has recently added several brands to its portfolio such as Taco Bell, Carlsberg, Kellogg’s, and La Roche Posay.

Last month, global metal detector manufacturer Minelab Electronics also appointed Lion and Lion as its agency to launch the brand into the Indonesian market. The appointment saw Lion and Lion raising audience awareness of Minelab’s products and drive visits to the brand’s website for further inquiry. Minelab worked with the agency to create a go-to-market strategy that targeted consumers in a niche market. 

"In Southeast Asia and beyond, we are seeing changes in how brands and marketing teams relate to their agencies," said Ong. Other than catering its products to cater to the ongoing digital acceleration, Ong added the agency also needed to evolve its service offerings to fit the brands' needs. At Lion and Lion, the agency allows clients the benefit of having a synergistic team of functional practice leads handling their business requirements across multiple channels and markets, with a digital-first framing.

"It also helps that we are experts in understanding the evolution of digital - from social, to eCommerce, to the potential opportunities brought forth by the metaverse, thereby giving the agency the knowledge to develop proactive and innovative strategies that are hyper-relevant for the present and future-ready," explained Ong. 

Meanwhile, Gumpel said the agency's decision to adopt a customisable service model has given Lion and Lion a competitive edge that has led to a series of new client partnerships. With technologies evolving at a fast pace, Lion and Lion's role as a digital agency has ensured that it is in a position to take advantage of any developments in the communications industry. "We have been getting more clients on a regional or global level over the past year, thanks to our expertise in navigating the digital and social space," Gumpel added. 

Power up your PR and communications efforts today with A+M's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shoulders above your competition. Click here to register today!

Related articles:
Kellogg's bites down on SEA social strategy with Lion & Lion
Minelab Electronics appoints Lion and Lion for Indonesia launch
Lion & Lion bags integrated duties for slew of FMCG brands across SEA