BMF : advertising & marketing assignments

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BMF is a leading agency in Australia, and the most celebrated subsidiary of what is now Enero Group (formerly Photon). It has a reputation for excellent, often humourous creative work, especially for what has become its biggest client, the supermarket chain Aldi. The main office is in Sydney, offering a fully integrated service. A second outpost in Melbourne also operates under the banner of sister agency Naked. Founded in 1996 as a breakaway from The Campaign Palace, BMF enjoyed spectacular success in the 2000s, and was named as Australia's Ad Agency of the Decade at the end of 2009 by local trade magazine B&T. However, that kind of accolade always seems to become more of a burden than an asset and performance since has been much less muted, partly as a result of the serious challenges which faced parent group Photon/Enero in the early 2010s. Creatively though BMF still remains one of Australia's most impressive non-network agencies (though at least a little of its celebrity has transferred to rival The Monkeys). Co-founder Matthew Melhuish is now group CEO of Enero but remains executive chairman of BMF. Warren Brown - the B in BMF - stepped down from the agency in 2017. Third co-founder Paul Fishlock left in 2003 to return to The Campaign Palace until its eventual closure. Dominic Stinton was succeeded as CEO of BMF in 2015 by Steve McArdle. Alex Derwin is ECD. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 27th April 2018

Which clients does BMF handle? Find out more from the Adbrands Account Assignments database

Who are the competitors of BMF? See ranking of Australia's Leading Advertising Agencies

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 15th Nov 2018: Ads Of The Week: "Santa Crashes Christmas". Australia's BMF hotshop delivers another cracker for Aldi down under. The usual Christmas stuff - tinsel and trees and prezzies - is all well and fine in ads, but it's outliers like this that really make the holiday advertising splurge worthwhile. Kudos to all those clients and agencies that are prepared to try something out of the usual for the holiday season. Clearly Aussies are already used to a summertime Christmas, however odd it might seem to all of us up here in the northern hemisphere, but I think it's fair to say we've never before seen Santa Claus shearing a sheep or being chased out of an outdoor dunnie by a snake.

Adbrands Weekly Update 11th Oct 2018: Ads Of The Week: "Good Different: Loyalty". Aldi has been revolutionising the supermarket business in several markets around the world. Australia is close behind the UK for disruption of the country's traditional operators, in this case the local duopoly of Woolworths and Coles. One key factor has been a long run of fine ads from creative powerhouse BMF, which manages to highlight all of the discounter's advantages with accurately aimed darts of humour against the competition. These are never just funny for funny's sake; funny with a purpose is the motto. Here's another great example, given extra oomph by a fine bit of casting in the case of that checkout girl and her extraordinary eyes. Beware the Coles and Woolworths moonies!

Adbrands Weekly Update 4th Oct 2018: Ads of the Week "European Culture / Sally's Hole". Best-known in the Asia Pacific region, Agoda is one of several travel search engines under the umbrella of Booking Holdings, a sister to,, Priceline and others. (You probably didn't realise it, but virtually every major travel search engine is a subsidiary of just two companies: Booking Holdings and Expedia. It's not as competitive a market as you might have thought). Anyway, here are two spots from a brilliantly funny new global campaign for Agoda from Australian creative shop BMF. We love the combination of witty visual simplicity and slightly cheeky content. It certainly beats the Trivago girl!

Adbrands Social Media 28th Feb 2018: "Better On Beef". Here's BMF's latest for Australian beef under the umbrella of Meat & Livestock Australia. Not perhaps quite as daring or "out there" as some of The Monkeys' recent work for lamb (like that dinner of the gods or 'Meat Side Story'), but it still has plenty of good laugh out loud gags. You're sure to recognise a few of these everyday frustrations. Clearly, the female creatives at BMF have experienced more than a few of these at first hand, and there are plenty more in the three 30-second spots that accompany this one. 

Adbrands Weekly Update 16th Nov 2017: Ads Of The Week: "The More The Merrier". Are we Brits undergoing some sort of Brexit-induced crisis of confidence? We arguably invented the modern version of Christmas 150 years ago, yet this year some of the best Christmas ads have originated in a country where they celebrate the holidays on the beach with a barbecue rather than in front of a roaring log fire with snow on the ground outside. For example, in a complete change from the usual style of seasonal ads, here's a wholly out-of-the-ordinary film from BMF for the Australian branch of Aldi. BMF always hits one out of the park for Aldi at Christmas, and this one is no exception, with all the humour, imagination and inventiveness that seems to be missing from Adland UK's latest offerings. 

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