Digital marketing agency, Lion and Lion has rebranded itself Lion and Lioness as an ode to International Women’s Day (IWD). The agency is currently 60% female, and according to a statement, is pushing to establish itself as a network that values and recognises the contributions of its female staff. Lion and Lion’s tagline for the occasion is ‘Roaring for equity’, in conjunction with IWD 2023’s official theme #EmbraceEquity, aims to reinforce the importance of an equitable world where individuals have equal opportunity to thrive.
In an attempt to up the ante on supporting the well-being of its female employees, Lion and Lion will also be introducing two significant initiatives. Firstly, the company is launching a "Priority Room" in the Kuala Lumpur office. This secure and comfortable space will be dedicated to upcoming mothers who need a private area to breastfeed or rest. By providing this facility, Lion & Lion is recognising and valuing the needs of working mothers, affirming the company's commitment to employee welfare. There are plans to add “Priority Room” in the Indonesian office as well, as they will be shifting to a new office in a few months time.
Secondly, Lion & Lion is promoting the safety and protection of its female staff by providing all women with an alarm keychain that can be used in times of danger. This initiative not only prioritises the safety of employees but also demonstrates the company's values of care and support for its workforce. By empowering women and fostering a more inclusive workplace, the agency aims to create a more innovative and effective team that can better serve its clients, explained the spokesperson.
Lion and Lion's rebrand in line with IWD is consistent with its brand positioning. In December 2021, Lion and Lion unveiled its 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.
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.
According to a spokesperson, the change in name came around as within the agency there are female leaders or "Lionesses" who play a significant role in spearheading operations and ensuring smooth and efficient team functioning, whether for internal processes or client servicing.
“However, we would like to shine a light on some of the unsung female heroes of advertising agencies - lionesses from departments such as people and culture (HR), traffic, media planning, and in-house marketing & communication team - who often work behind the scenes, with less recognition,” said the spokesperson.
Meanwhile, along with an on-ground celebration at the Kuala Lumpur office on 8 March 2023, the agency is engaging VR game sessions throughout the day, allowing all the lions and lionesses to participate in a fun and interactive way. There will also be talks around promoting inclusion and engagement with members of the agency.
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