Lion & Lion
Lion & Lion is a Southeast Asian integrated digital marketing agency offering strategy, creative, social media, media, and in-house film production to enterprise brands across 15+ markets from offices in Kuala Lumpur, Jakarta, and Singapore.
- Company typePrivate
- Founded2012
- HeadquartersKuala Lumpur, Malaysia
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Lion & Lion does
Lion & Lion is a privately held, Malaysia-domiciled integrated digital marketing agency that delivers strategy, creative, social media, media planning/buying, and in-house film and content production to enterprise and mid-market brands across Southeast Asia and broader APAC. Founded in 2012 (originally as Lion Digital) and headquartered in Kuala Lumpur, the firm operates through three wholly-owned Malaysian entities and runs sales offices in Jakarta and Singapore, with active delivery across 15+ markets including Malaysia, Indonesia, Singapore, Hong Kong, Taiwan, Vietnam, the Philippines, Thailand, and select global markets such as China, Africa, and Russia for clients like KODAK Lens.
The agency's operating model is a regional hub-and-spoke: a core team of experts in Malaysia supports locally staffed integrated solutions pods in each market, allowing one-P&L delivery of multi-market campaigns without silos between strategy, creative, social, and media disciplines. In January 2023 it added an in-house Film & Content Production Studio led by Regional CCO/CPO Cheelip Ong, vertically integrating video production. The service menu — Strategy, Creative, Social Media, Media, and Film & Content — is sold direct to enterprise clients via custom, quote-based engagements typically structured as annual retainers or project-based campaigns, with regional multi-market mandates (over 50% of client engagements) being the dominant commercial shape.
Lion & Lion's named client roster spans at least ten industries (Kellogg's, Mars Wrigley Doublemint, Carlsberg, AIA Public Takaful, BigPay, U Mobile, Vietjet, KODAK Lens, OtterBox, Guardian Malaysia, Tropicana Corporation, Taco Bell, La Roche Posay), supported by a team of more than 180 digital experts and a leadership group including CEO Fredrik Gumpel and country MDs across Malaysia, Singapore, Indonesia, and Hong Kong. The firm completed a brand and operating-model transformation in November 2021 under the "Made to Impact" positioning and continues to invest in senior creative and product leadership rather than scale via external capital.
Lion & Lion firmographics
Firmographics- Name
- Lion & Lion
- Legal name
- Lion Digital Malaysia Sdn. Bhd.
- Website
- https://lionandlion.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lion & Lion is a Southeast Asian integrated digital marketing agency offering strategy, creative, social media, media, and in-house film production to enterprise brands across 15+ markets from offices in Kuala Lumpur, Jakarta, and Singapore.
- Ownership category
- akta.pro rank
Where Lion & Lion is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Offices3 records
Markets served
Lion & Lion business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Agency Retainer Accounts: Monthly or annual retainer arrangements with clients for ongoing digital marketing services including social media management, creative development, and strategic consulting
- Project-Based Campaigns: One-time campaign engagements for specific marketing initiatives such as brand films, integrated campaigns, and digital transformations
- Regional Multi-Market Engagements: Regional partnerships managing multiple markets simultaneously, accounting for over 50% of client engagements
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Custom enterprise engagements tailored to client scope and requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Lion & Lion product offering
Product offeringCore offering
Lion & Lion is a full-service integrated digital marketing agency selling strategy, creative, social media, and media services, complemented by an in-house Film & Content Production Studio. It delivers digital-first brand campaigns, social media management, performance media planning and buying, and content production for enterprise and mid-market brands across 15+ Southeast Asian markets. More than half of client engagements span multiple markets, and services are delivered via a regional hub-and-spoke operating model.
Product overview
Lion & Lion is a full-service digital marketing agency operating as a creative network across Southeast Asia. The company offers an integrated suite of four core services: Strategy, Creative, Social Media, and Media, supported by an in-house Film and Content Production Studio. Their service model combines strategic thinking, creative execution, social media management, and media planning to deliver integrated campaigns for brands across multiple markets in Southeast Asia.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategy Business, brand, and communications strategy services including brand intelligence and audits, strategic planning for digital ecosystems, market and audience research, brand development and go-to-market strategy, strategic workshops and training, and integrated campaign frameworks. Sold to enterprise and mid-market brands seeking digital-first strategic guidance across Southeast Asian markets.
- Creative Holistic creative services spanning core creative ideas for brand development, integrated campaign conceptualisation and execution, creative social media and e-commerce, creative content generation and management, art direction, graphic design, photography and film production, and UI/UX design and development for apps and websites. Sold to enterprise brands seeking integrated creative campaign execution across Southeast Asia.
- Social Media Social media management and marketing services covering social experiences, content strategy and creation, content planning and seeding, influencer strategy, community and crisis management, channel audit, social listening and analytics, and reporting and automations. Sold to enterprise brands operating across Southeast Asian and global markets seeking end-to-end social media management.
- Media Media services spanning media audits and strategy, data and analytics, media buying and planning, performance marketing, e-commerce, and content and partnerships. Sold to enterprise brands requiring data-driven media planning, buying, and performance marketing across Southeast Asian markets.
- Film and Content Production Studio In-house video production studio connected to Lion & Lion's integrated creative offerings, providing digital-first video content production with efficiency, quality control, and cost-effectiveness. Offers end-to-end creative storytelling through film and content production for enterprise brand clients.
Quantifiable outcome
- 30+ million total impressions for AIA Penyala Harapan 2024 campaign
- +4 more outcomes
Companies that use Lion & Lion
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
Lion & Lion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lion & Lion partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- VietjetcoreVietjet expanded APAC footprint with Lion & Lion as key partner for social media management and creative content. Partnership supports airline's regional growth strategy.
- Mars Wrigley DoublemintcoreLion & Lion Indonesia driving regional digital and social partnership for Mars Wrigley Doublemint covering Malaysia, Thailand, and Philippines. Agency responsible for gamification experience 'The Freshest Flick' and localized content for the brand.
- BigPaycoreASEAN fintech company BigPay appointed Lion & Lion as digital and social media strategic partner for Malaysia and Singapore markets. Partnership focuses on growing BigPay's digital presence and brand share of voice among millennials through integrated creative campaigns.
- Taco Bell, Carlsberg, La Roche Posay, and otherscoreLion & Lion added several prominent brands to portfolio including Taco Bell, Carlsberg, and La Roche Posay following agency transformation and new creative-first positioning.
- Kellogg'scoreMultinational food company Kellogg's partnered with Lion & Lion for regional social media management across Indonesia, Malaysia, Philippines, Singapore, and Thailand. Agency handles social community presence through unified social media strategy, market research, and creative asset development.
- Signet Armorlite (KODAK Lens)coreSignet Armorlite AMERA appointed Lion & Lion as global social media agency partner for KODAK Lens brand. Lion & Lion Singapore executes one-year global social media campaign covering Southeast Asia, China, Africa, Russia and more with culturally relevant content.
- Livescape GroupminorPartnership with event management company Livescape Group to launch Status-K in Malaysia - a lifestyle product and gamification platform targeting urban millennials. Lion & Lion developed the virtual neo-futuristic playground experience while Livescape contributed event management expertise.
- OtterBoxcoreGlobal smartphone case brand OtterBox engaged Lion & Lion for paid search management across nine APAC markets including Hong Kong, Taiwan, Korea, Malaysia, Singapore, Indonesia, India, Philippines, and Australia.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Lion & Lion competitors and assessment
Company assessmentDirect peers
- Entropia: Malaysian-born regional creative and digital transformation agency with presence across Southeast Asia. Direct competitor to Lion & Lion for enterprise creative, brand experience, and digital mandates in Malaysia, Singapore, and broader SEA, with overlapping client verticals and similar agency-of-record positioning.
- DDB Asia: Omnicom-owned creative network with established operations in Malaysia, Singapore, Indonesia, and other Asian markets. Direct competitor to Lion & Lion for enterprise creative and digital mandates, with similar regional multi-market delivery capabilities.
- BBDO Asia: Omnicom-owned creative network with established Southeast Asian presence. Competes with Lion & Lion on integrated creative and digital campaigns for multinational brands across SEA, with similar regional multi-market delivery model.
- Grey Group Asia: WPP-owned creative network with significant operations across Asia-Pacific. Comparable to Lion & Lion as an integrated creative and digital agency serving enterprise brands across regional markets, with similar service scope and target verticals.
- TBWA\\Asia: Omnicom-owned creative network with strong Southeast Asian operations across multiple markets. Comparable to Lion & Lion as a regionally-delivered creative and digital agency serving multinational brands, with broader Omnicom network resources.
Broad incumbents
- WPP (Ogilvy / VMLY&R): Global advertising holding company with major Southeast Asian operations through Ogilvy and VMLY&R. Competes with Lion & Lion for enterprise digital, creative, and social mandates across SEA, but offers global network reach, procurement leverage, and significantly larger scale.
- Publicis Groupe: Global advertising holding company with regional agencies including Leo Burnett, Saatchi & Saatchi, and Publicis Worldwide operating across Southeast Asia. Competes with Lion & Lion for integrated enterprise mandates, with broader global network reach and capabilities.
- Dentsu: Global advertising holding company with significant Asia-Pacific footprint including Dentsu Creative and Merkle. Competes directly with Lion & Lion on integrated digital campaigns and regional multi-market engagements, offering global scale advantages while operating local creative teams.
- Hakuhodo: One of Japan's largest advertising networks with deep Southeast Asian presence through Hakuhodo DAC and partner agencies. Comparable to Lion & Lion as a full-service integrated creative and digital agency serving enterprise brands across Asian markets, but with significantly larger scale and global holding-style capabilities.
Emerging players
- MediaMonks (S4 Capital / Monks): Digital-first content, media, and technology services company with growing Asia-Pacific presence. Overlaps with Lion & Lion on integrated digital creative, content production, and media services, but with stronger technology/martech orientation and global content scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks3 records
Key highlights6 records
Customer concentration
Lion & Lion social profiles
Digital presenceLion & Lion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lion & Lion leadership team
Management profileNumber of profiles
Profiles14 records
Lion & Lion subsidiaries and ownership
Company hierarchySubsidiaries2 records
Lion & Lion funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lion & Lion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lion & Lion
What does Lion & Lion do?
Lion & Lion is a full-service integrated digital marketing agency selling strategy, creative, social media, and media services, complemented by an in-house Film & Content Production Studio. It delivers digital-first brand campaigns, social media management, performance media planning and buying, and content production for enterprise and mid-market brands across 15+ Southeast Asian markets. More than half of client engagements span multiple markets, and services are delivered via a regional hub-and-spoke operating model.
Is Lion & Lion a public or private company?
Lion & Lion is a private company. It is classified as private equity controlled and is currently operating.
When was Lion & Lion founded?
Lion & Lion was founded in 2012. It employs 101 to 250 people.
Where is Lion & Lion based?
Lion & Lion is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does Lion & Lion make money?
Three revenue lines are on record. Agency Retainer Accounts are the primary driver. The others are project-Based Campaigns and regional Multi-Market Engagements.
Who are Lion & Lion's main competitors?
Direct peers on record are Entropia, DDB Asia, BBDO Asia, Grey Group Asia and TBWA\\Asia. Broad incumbents are WPP (Ogilvy / VMLY&R), Publicis Groupe, Dentsu and Hakuhodo. MediaMonks (S4 Capital / Monks) is listed as an emerging player.
Does Lion & Lion have an API?
No public API is recorded for Lion & Lion.