BMF and Holler deny rift over Caples shortlist

Holler and ad agency BMF are at the centre of debate over who deserves credit for work entered into the Caples Awards.

The disagreement emerged after Mumbrella covered the publication of this year’s shortlist for the Caples, which acknowledges creativity in direct marketing.

It included a joint credit in the interactive category for the two agencies for the Toohey’s Extra Dry 6 Beers of Separation project. 6 Beers Of Separation followed six young Aussies on their quest to meet their idols.

When Caples published the shortlist, Holler was omitted from one of the entries on the published shortlist. The digital agency’s creative director Tim Buesing posted an update in our comments stream on the issue.

This triggered an anonymous commenter to ask: “I was of the opinion that BMF were the agency responsible for the Six Beers of Separation…. Please do share with everyone what it was that Holler added for the record?”

Buesing responded, saying that the joint entry had been agreed between Holler BMF’s digital boss Simon Langley.

This triggered a second message from the same IP address, asking: “Did Holler just execute BMF’s idea?”

Buesing wrote a post in his own blog, illustrated with an image of a cat fight, in which he said: “After some intense but ultimately rewarding campaigns with BMF we now came to an agreement which will take some of the stress out of crediting who for what at award time.”

BMF’s DM boss Dylan Taylor told Mumbrella: “There is no shit fight here. They have been credited for everything. We work with many suppliers and we don’t need to take extra crredit. We win enough as it is.”

Taylor said that if the anonymous comment had come from a BMF staffer, it was “more than likely” it was a junior member of the team who was unaware of any agreement between the two agencies.

Buesing told Mumbrella: “There’s no rift whatsoever. It’s a really good working relationship.”


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