Australian drinks and hospitality business Endeavour Group has appointed BMF lead creative agency, working across its portfolio of brands including Dan Murphy’s and BWS.
The account had been held by M&C Saatchi (BWS) and Thinkerbell.
“We made the decision to move to a single creative partner to help us lift the role and influence of creativity in our organisation,” Endeavour CMO Jo Rose said.
“BMF is known for their ability to activate creative work in an increasingly digital and data-led environment, and this is something we are incredibly excited to see them enhance across our brands."
Rose thanked M&C Saatchi (BWS) and Thinkerbell (Dan Murphy’s).
M&C Saatchi had been a key agency partner of BWS since 2016, and in that time has worked on several brand platforms, including most recently the launch of Refreshingly BWS.
Thinkerbell has been with Dan Murphy’s since 2019, repositioning the brand and culminating in the recent launch of the a new platform, Nobody Beats.
"Both agencies have made an enormous contribution to our business and laid the foundations for our future," said Rose.
Having one partner would help Endeavour be more purposeful in the way it grows its brands, Rose said.
“This new model will allow us to maintain the strength of our brands in their own right, bolstered by their leading loyalty propositions, while providing clear and easy connections between them in addition to better propositions and shared experiences," Rose said.
Endeavour Group’s GM of Marketing - creative, Katie Dally said it was her pleasure to lead the EOI and RFP process, inviting Australia’s best agencies to participate as the company brings a laser focus to its creative effectiveness as a group.
“Having the right creative agency partner working across our portfolio of brands is key to our creative effectiveness journey. BMF demonstrated unwavering commitment to and care for everything that makes our brands great; flawless in their strategic precision and progressive in their creative thinking," Dally said.
“They struck the perfect balance between art and science, pushing commercial creativity boundaries, making them the right partner for us to drive future growth.
“We are so looking forward to partnering with them as we continue to nurture and breathe new meaning into the much-loved Aussie brands we are fortunate enough to be the custodians of.”
BMF CEO Stephen McArdle said the agency's was excited from its first meeting with the Endeavour team about its creative ambition, marketing smarts, positivity and general all-round loveliness.
“Those feelings have only compounded over the pitch process. A pitch process that clearly signalled they are a values-driven business," McArdle said.
"It was thorough, clear, fair and fun. We worked on real briefs with real investment in money, time and energy from the Endeavour team. It should be the pitch model for any client looking to start a relationship the way they want it to be long-term.
“The obvious bonus to all of this is brands that are part of Australia’s cultural landscape. Iconic and trusted. We hope to honour their heritage and, in partnership with our new clients, take them even further. We can’t wait to get stuck in.”
BMF will take over the BWS creative account from July 1 and Dan Murphy’s from October.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.