Mikey chats with Daniel Hakim on the CUB podcast

Club of United Business’ CEO and Founder, Daniel Hakim hosts a regular podcast that champions accomplished Australian entrepreneurs.

This week Daniel caught up with Lionize CEO, Mikey Taylor – sharing insights from his journey and important lessons learned along the way. Their convo focused on key moments in Mikey’s career – from a pivotal game of chess, jumping client side at nudie juices, and the vision that led to the creation of Lionize.

Discover our origin story and how we have scaled some of the country’s most iconic brands – from start-ups to blue-chips.

Share Lionize’s secret sauce on how to maximise advertising effectiveness – through a unique blend of smarter investment, quality media mix and creative that unites attitudes across audiences.

Catch the podcast here

A new cub in the den

A big Lionize shout to Lauren Harris who joins Lionize as Group Account Director. Lauren brings tons of experience and kickass energy to the team. She’ll be cooking up client magic across new, current and government accounts.

Lauren commented: Cheers for welcoming me to the tribe, I feel privileged to fly the Lionize flag and I’m pumped to get stuck in and create brilliant work together! I look forward to soaking up Lionize’s smart ways of working – and of course join in the legendary Lionize Friday socials.”

Lauren is a brand comms gun – with 12 years of experience working in agencies of all shapes and sizes to develop compelling marketing across government, Australian and global brands. She loves working in what she the most dynamic industry of our time – connecting with people and consumers in meaningful ways is what makes her tick.

One to watch.


Using smarter creative, media mix and intentional investment for business growth

Lionize’s head of strategy, Dan Machen, has written a fascinating article for Adnews about the Advertising Council of Australia’s major, first of its kind report, “Australian Advertising Effectiveness Rules: To ESOV and Beyond.”

“This reveals vital new evidence,” says Dan. “This shows that creative, whilst undoubtedly the art that supercharges effectiveness, must work together with the right science around advertising investment and media mix to really command attention.”

Read the full article here: Adnews 

A bomb brief

Mark Hammond, Rear Admiral of the Australian Navy was one of the speakers at our partners, The Rabbitohs recent business breakfast event. He reminded us that whether in sports, business, or any of the armed forces, we all have a huge opportunity to be personally responsible and leaders in our lives.

Growing up, Lionize CEO, Mikey Taylor was influenced by stories of leadership in the armed forces. Talking at the same event, he recalled a lesson from his grandfather, a squadron leader in the RAF during World War II:

“He told me this wonderful story, about the importance of getting your leadership messages and your communications absolutely right.”

Mikey’s grandfather flew a squadron of Lancaster Bombers. They could only fly about 200mph and were heavy and cumbersome. If you managed to fly 25 successful missions in a row, you were given time off – which no one could achieve.

Another challenge for the squad was the German Luftwaffe, who were very fast, taking flight at about 100mph faster than the English bombers. This engineering and advanced technology meant lives were being lost to enemy forces.

In an attempt to solve this, the military sent a message out, setting a brief asking to “make our bombers safer.”

Everybody responding to this brief started doing what you would rationally do – they covered the fuselage with extra reinforced metal, they created extra gunning positions. They put reinforced glass and steel around the cockpit.

The result turned a 17-tonne battle machine into an even slower 21-tonne beast. The idea of making them safer didn’t really ‘fly’ because it didn’t tackle the real problem.

At this time aviation manufacturer, Geoffrey De Havilland suggested, “I think our brief is not to make the Lancaster Bombers safer – but to bring our boys home safely.”

Words matter and that small change made a huge difference to the outcome. This brief made sure that the leadership message was clear and resulted in a completely different outcome.

De Havilland got to work, focusing his energy on the real issue. He stripped down everything from the plane. It went from x4 engines, to x2 engines. He removed the gunners positions. He created lighter, much more agile wooden planes. In doing so, he had developed the highly successful and super-fast, Mosquito bomber… helping to “bring our boys home safely,” including Mikey’s Grandfather.

The point is, before you draw up your brief, whether that’s in the military, in business, or in a prep talk before a big game – be mindful and clear on what you’re really trying to achieve. Your words have power and can have powerful results.



…and if you’re reading this and think you need help with your brief, have a few words with us.

A noble quest

Lionize are so proud of our CEO, Mikey Taylor for completing a grueling, (understatement) non-stop 48 hour “GeoQuest” adventure race for charity. 

Mikey and his teammates, Paul Warren-Tape, Richard Taylor and Matt Carr made up university friends the “Exeter Chiefs.”  They were one of only 11 groups to survive the course, with some teams having to pull out or be pulled out by organizers, unable to complete the race.

They tackled mountains, went through water and gorges, got caught in smelly bogs, versed cliffs, and deep sand, on foot, bike, and kayak.  

On top of these challenges, navigation skills and brain power were needed, as each check point was hidden and had to be discovered via clues before powering on!  

There were a couple of close calls, with lost check points and teammates, a pack of angry dogs and way too many protein balls!

One nerve racking moment involved kayaking across the ocean towards a seemingly ever-distant lighthouse, with failing light and growing swell… these waves managed to wipe out a few competitors, but team endured, egging each other on and pushing through.

In the end, exhausted, elated, emotional they managed to pull up a highly respectable 3rd place, in under 44 hours, humour and bodies (just about) intact.

$30k was raised by the Chiefs for The Gold Coast Hospital NICU, in memory of teammate’s Paul’s beautiful daughter, Murphy Olivia. The funds will be used to buy a new ventilator, giving some of our youngest and most vulnerable a greater chance at life.

Thanks to all who donated and supported this cause and a big shout out to all those with the courage to take part in this epic challenge. 

More info on the race is here: https://lnkd.in/gv9vcxk and fundraising insights are here: https://lnkd.in/ga-Xdvn

The million dollar burrito 

The next time you grab a bite to eat you could be a million dollars richer – and who doesn’t want a bit of that after the past year or so?

Client, Mexican QSR, Zambrero partnered with Lionize to build on their ‘Feel Good Mex’ ethos. Their previous collab created the life-affirming “Zam Right” campaign. This has now been supercharged across their entire food chain, with the creation of the ‘Million Dollar Burrito’.

The competition is running for the next 6 weeks, from Monday the 17th of May 2021, with finalists drawn at the end of June, and the major event in July, where one lucky customer could end up feeling really Zam good – and a lot richer!

The first of its kind for Zambrero, the whole campaign has a huge prize pool of over $2 million dollars up for grabs, where 1 in 6 customers can walk away with an instant prize of Zambrero food, drinks, gift cards or fuel cards.

Lionize Investment Director, Peter Stowe said of the media campaign,

“We’re hitting every Zambrero store across the country with our media plan. It took some time, with over 180 individual Zambrero restaurants in all states and territories. In the planning stages we needed to successfully map out each restaurant according to its specific TV market.  

The majority of Zambrero restaurants are in regional Australia, so we had to make sure stores in areas like Darwin, Mt Isa, Mildura, Hobart and Griffith had the same amount of coverage and airtime as stores in Perth & Adelaide. 

We’re so excited about the chance to help giveaway the Million Dollar Burrito! Everyone needs to hear about it…and with our regional tv planning, I know we’re not supposed to be biased, but after the fires and trials of recent times, I personally hope someone in a rural Australia wins the big cash prize.” 

The Lionize marketing drive includes Programmatic, TV, Radio, Digital Audio, (Spotify) and OOH. Postcode targeting around each restaurant will capture local audiences, whilst a social campaign includes app TikTok, will run across multiple categories like, Sports, Gaming, Food and ‘Oddly Satisfying.’

Joké Amosun, Marketing Manager of Zambrero said, “We’re really looking forward to the launch. The wonderful thing about having a big prize pool is the positive reactions we will see from our customers in our restaurants every day.”

So, who wants to be a millionaire? ‘Zam Right’ we do! Head to Zambrero and grab yourself some ‘Feel Good Mex’ and the chance bite into a Million Dollar Burrito!


Raising our resilience

Last week we joined client, Raise for their annual patron’s lunch. Here we review the past year’s achievements and milestones. Their charity foundation runs school programs that pairs trained adult mentors with young mentees in need of support. Every year there is a theme, and this year was aptly given resilience.

Guest speakers included, Sydney Airport CEO, Geoff Culbert who talked about managing companies through a crisis. Geoff has been shaped by more than his fair share of disasters. His time at General Electric included helping staff to evacuate from the Fukushima nuclear power plant after the tsunami hit and his challenges keeping Sydney Airport running during the Covid pandemic.

Geoff talked about the importance of making time every day where you can switch off. His resilience routine included simply sitting with his family, phone and electronics off, sans any work talk, whilst enjoying dinner every evening.

Fellow Raise patron David Gonski echoed this sentiment. He talked about the importance of mentors and the support of those around you. He reminded us that looking after your people, your family and not forgetting about yourself was an integral part of your resilience network, helping to carry you through these challenging times.

Raise Founder, Vicki Condon talked about mentors being the ones that walked beside others, offering their hand for balance, as someone experienced the tightrope of navigating a difficult stage of their life. She talked about how helping others, ultimately helped enrich our own lives.

Being able to come face to face with these inspiring people who talking about hope for the future and how lucky we are to live on this ‘big island’ was empowering. We’re fortunate to have charities like Raise to help keep our heads up, stay resilient, capable and connected.

To find out more, see our commitment to Raise and our pro-bono campaign ‘Letters to my mentorhere.


Our new pride

We can be proud that during one of the toughest periods of our time, for all industries, we kept thriving, driving our clients marketing onwards and upwards. This achievement has meant that we recently welcomed 3 new staff members to our growing team.

Firstly, Laura Adamson, a new designer into our creative crew. A perfect cultural fit, making friends and importantly she has a ‘great eye.’ We can’t wait to see what work she’ll evolve and add her creative touch to next.

Secondly, Sarah Hatcher has been helping to develop and elevate brands throughout her career. We’re excited to have her join the growing Lionize Account Management Team. Sarah will be a key client contact, helping to deliver your campaigns.

Last but not least, Tom Lockley, aka ‘TJ’ completes our media team. He’s a senior trader with a BA in media and communications. He brings passion and enthusiasm to an already energetic team.

We’re looking forward to the collabs and milestones this talented trio will bring to our projects.