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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 funny creative work, especially for what has become its biggest and most notable client, the supermarket chain Aldi. It is widely credited for establishing Aldi as - in the words of reputation monitor Roy Morgan - Australia's Most Trusted Brand. The main office is in Sydney, offering a fully integrated service. A second outpost in Melbourne also operated for several years under the banner of sister agency Naked. In 2019, the Naked brand was officially absorbed into BMF and no longer operates separately. 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). A decade after its earlier accolade by B&T it was named Agency of the Year again for 2019. Campaign Brief awarded it the same honour in 2020. All three of BMF's founders have now departed the agency. Paul Fishlock left in 2003 to return to The Campaign Palace until its eventual closure; Warren Brown - the B in BMF - stepped down from the agency in 2017; while Matthew Melhuish moved up to become group CEO of Enero. However he too departed the group in 2020. Steve McArdle is managing director. Alex Derwin is ECD.

Capsule checked 21st May 2020

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Recent stories from Adbrands Update:

Adbrands Daily Update 4th Nov 2019: "The Miracle Ham". Aldi in Australia is an early contender for one the year's best Christmas ads with a brilliantly inventive and unusual spot from local creative hot shop BMF. Elsewhere around the globe, Aldi's ads tend to be rather more conventional but in Australia BMF has been going heavy on the quirky for several years, to great effect. Virtually every ad the two companies have produced over the past several years has been memorable in its own way. As a result, Aldi has gobbled away market share from traditional local champions Woolworths and Coles. This latest miniature masterpiece imagines a ham - Australia's traditional Christmas staple - that miraculously never ends. The island of Tasmania does stirling work as the film's lustrous backdrop. A really excellent little fable.

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. 

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