BMF poaches Paul Coles to run Aldi account

Paul Coles has joined BMF as its general manager of the Aldi account.

Coles departed M&C Saatchi’s retail division 1440 at the end of last year after spending one year as the agency’s client services director.

Coles joins BMF as the general manager of the Aldi account

Prior to his stint as 1440 Coles was the group head at M&C Saatchi for just over two years after joining from VML where he was a group account director.

Steve McArdle, managing director at BMF, said in a statement: “Paul has an exceptional track record of running big, fast moving and complex accounts. Combine this with his passion for the creative product and easy-going charm and you have the perfect fit for BMF and the ALDI business. We’re excited to have him leading the charge.”

“The opportunity to join the ranks of BMF, working with some of the best creative brains in the business, leading one of the most creative accounts in the country, was an opportunity too good to miss. I feel extremely humbled to be part of the team,” Coles added.

Coles’ appointment comes four months after BMF announced its executive creative director Cam Blackley would be departing to join M&C Saatchi as its chief creative officer for both Sydney and Melbourne.

In May last year Aldi launched its new brand positioning – ‘Good Different’ – which was aimed at celebrating all the things which make the brand unique.

BMF has held the Aldi account for more than 15 years.

The agency’s current client roster includes Aldi, Sportsbet, Dulux, Golden Crumpets, Destination NSW and the Football Federation of Australia.


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