Pulse, part of Ogilvy PR, will work with Tooheys-rostered advertising agencies Saatchi & Saatchi, BMF and Clemenger BBDO Sydney.
"Pulse's appointment marks an evolution in marketing at Lion Nathan, as PR will play an increasingly central strategic role in all our brand marketing communications," said Lion Nathan national marketing director Margaret Zabel.
Res Publica will continue to handle PR on its 4X and Hahn brands, with the PR roster increased in recognition that multiple touch points are needed to reach the target audience.
Samantha Allen, managing director of Pulse, said Tooheys is a quintessential iconic Australian brand, but it was important to ensure brand awareness continues to grow. "We need to be a lot more innovative and inventive in the way we bring brands to life, which is what we are going to be focusing on moving forward," she said. Allen will head a team of six consultants, reporting to the brand managers and Zabel. Billings are confidential, but it will be the flagship account for Pulse, which includes clients such as Vodafone and Xbox.
