Lion & Lion digital in Singapore has been given the mandate to roll-out a long-term digital campaign for Australian Monash University’s brand campaign for several South-East Asian emerging markets, including Indonesia.


Lion & Lion’s main responsibility will be to localise and roll out Monash’s If you don’t like it, change it. campaign and make it relatable to the Indonesian audience. Insights conducted by Lion & Lion show Indonesians are highly connected and active on social media platforms, hence the local campaign tagline has been amended to encourage Indonesians to Don’t just share it, change it.


Monash University is one of the most sought after universities in SEA, consistently being ranked in the top 100 universities of the world list. Outside Australia, Monash has campuses in Malaysia, and partnerships in India and China.


The project will run from Lion & Lion Singapore, using its regional network to localise brand & media campaign execution for each market, a very unique approach Lion & Lion is experienced with.


Fabian Marrone Chief Marketing Officer, Monash University said:

“During the selection process Lion and Lion were very clear on their understanding on what we were trying to achieve, and that they were more than capable of localising our ground-breaking IF YOU DON’T LIKE IT, CHANGE IT campaign to resonate to our Indonesian audiences and beyond. We were impressed with their data and research-led approach and in-tune creativity. We’re excited about continuing to strengthen our partnership in the future,”.

Lion & Lion is also working with Monash to explore other markets the university is currently present. There, with similar scope, Lion & Lion is helping Monash to position itself as the unique brand it is and attract the right kind of students for the Australian University.


Steven Ghoos, Managing Director for Lion & Lion in Singapore & Hong Kong says:

“We are fortunate to be able to support the growth of an educational institution whose mission is not to be like any other University, but one that pushes boundaries to spark change. We are excited to be part of such a ground-breaking campaign in Indonesia, and other markets”.