Another year, another agency. Publicis Mojo won the account at the end of 2010 (from Saatchi & Saatchi, who had held it for just over a year) and lost it in 2013. Whybin\TBWA Sydney won the account in July 2013 and decided not to pitch to keep it in October this year. Ogilvy pitched and won.

So what’s up, Hahn? Here are some clues:

In a nutshell: Beer sales keep dropping, even though craft beers sales are doing anything but. Whybin\TBWA does some really great advertising, but its work for Hahn wasn’t.

Publicis Mojo had the Hahn account in 2011, when it launched Super In, Super Out and the tagline, Pioneering Brewing, a new direction for the brand.

The tagline was created to “speak to Hahn’s commitment to innovation and relentless improvement in brewing,” stated Ralph Simpson, brand director premium at Lion Nathan.

This week, Matt Tapper, national marketing director at Lion, stated, “Lion’s focus is firmly set on driving growth through innovation and we were impressed with the similar goals displayed by Ogilvy.” Should Ogilvy be worried?

Whybin\TBWA’s first (and only, as it turned out) Hahn ad, That Super Dry Taste, seemed to be mostly pointing out that blokes are really pretty dumb. Tanya Marler, brand director, Lion, stated at the time that the new campaign was aimed at educating drinkers about the brewing process. The ad was a discussion about how a beer can be both wet and dry.

The Hahn Super Dry creative account was put out to pitch in October 2014, along with James Squire and James Boag. No decision has yet been made on and agency or agencies for the two James.

BMF currently holds the majority of Lion brands – Tooheys New, Tooheys Extra Dry, Tooheys Five Seeds, Tooheys Platinum, West End Draught, XXXX and Withers Hill.

Ogilvy’s Hahn win will soften the blow of its losing Vodafone to cummins&partners three weeks ago.