BMF to open in Melbourne after National Foods consolidation
Ad agency BMF is to open its second office – in Melbourne – after winning more of the National Foods account. AJF Partnership has also benefited from the consolidation, while The Campaign Palace has lost out.
National Foods said it had held a closed pitch following last year’s purchase of Dairy Farmers.
BMF will handle most of the Dairy Farmers brand, the fresh dairy division, most of the Pura brand, Yoplait and cheeses including King Island, Tasmanian Heritage, South Cape, Coon and Millel.
The shuffle means will see the Dare brand move to AJF. BMF’s “Girlfriend” ad for Dare iced coffee won a Film Bronze Lion at Cannes this year.
AJF Partnership will handle the dairy beverages brands including: Big M, Farmers Union Iced Coffee, Masters, Dare and Moove. They will also pick up National Foods Juice business including Berri and Daily Juice, Pura Light Start, Pura Tone and Dairy Farmers Shape brands.
Mike Harley, National Foods’ group executive for marketing and international, said : “BMF and AJF have been partners with the Dairy Farmers business and National Foods respectively for a number of years. Both agencies were stand out performers in the recent closed pitch process and we look forward to them continuing to deliver outstanding creative for our future brand portfolio.
“I would like to thank The Campaign Palace for their contribution to National Foods growth over the last few years.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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WPPeedon. The race to the bottom is on Sir Martin. Cost cutting and under-servicing eventually catches up with you.
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If you look at the balance sheet BMF maintained a few accounts but lost out overall because the sexier brands are now all with AJF. Nice bit of spin though, maybe they should open up a PR agency in Melbourne as well.
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Im moving to melbourne at the end of the year… Looking for a graduate or entry level position. Hmm, perhaps I should get in contact..
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