Endeavour Group has appointed BMF as its lead creative agency, working across its portfolio of brands including Dan Murphy’s and BWS.
BMF was identified as the preferred agency for its “strategic excellence, innovative approach to creative thinking, and their experience in retail and hospitality”.
Endeavour Group Chief Marketing Officer Jo Rose says the appointment of BMF is a significant milestone for the company in unlocking more memorable customer experiences.
“We made the decision to move to a single creative partner to help us lift the role and influence of creativity in our organisation,” she says.
“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.
“Having one partner will help us be more purposeful in the way we grow our brands, by ensuring they are playing distinct but complementary roles in serving the full spectrum of our customer needs.
“In addition, 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.”
BMF CEO Stephen McArdle says the pitch process clearly signalled Endeavour is a values-driven business.
”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,” he says.
“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 took over the BWS creative account from 1 July and will take over Dan Murphy’s from October.