BMF tops Mumbrella creative agency study

BMF has come out on top of the inaugural Mumbrella Creative Agency Performance and Perception Study, as revealed at Mumbrella360 this morning.

From a field of Australia’s top 30 agencies, an expert panel and Mumbrella’s readership gave the Photon-owned agency the highest overall score – 78.9 out of 100 across 10 assessment criteria.

Clemenger BBDO Melbourne came second, with an overall score of 75.78. Third was Host – the highest ranked independent agency – followed by Droga5 and The Monkeys.

BMF top scored in six of the 10 criteria – creativity, effectiveness, integration, talent, planning and impact on the industry.

Clems Melbourne rated highest in three criteria: commercial success, account management and client stability.

The Monkeys rated as the agency with the most momentum.

Panelists David Thomason, 12 years the head of marketing at Meat & Livestock Australia, where he worked with agencies BMF and The Campaign Palace, and recruitment agent Nick Williams of Williams International, talked about the results and what they think makes a great creative agency:

(August 29 update: An updated, newly weighted version of these numbers appears in the MCAR Mumbrella Creative Agency review, to be published in September. Because the weighting has changed, some of the numbers below are also subject to change in the final version)

The results (total score out of 100):

1.  BMF 78.9

2.  Clemenger BBDO Melbourne 75.78

3.  Host 74.24

4.  Droga5 73.1

5.  The Monkeys 71.83

6.  Whybin\TBWA Sydney 70.44

7.  DDB Sydney 68.03

8.  GPY&R Melbourne 67.6

9.  Leo Burnett Sydney 66.38

10. Clemenger BBDO Sydney 65.29

11. M&C Saatchi Sydney 65.09

12. Whybin\TBWA Melbourne 64.79

13. BWM 61.55

14. 303 Perth 60.9

15. DDB Melbourne 60.67

16. Grey Melbourne 60.59

17. Ogilvy Sydney 56.28

18. Leo Burnett Melbourne 55.69

19. Publicis Mojo Sydney 55.32

20. Ogilvy Melbourne 53.4

21. Oddfellows 53.13

22. JWT Sydney 52.38

23.  JWT Melbourne 51.65

24.  Saatchi & Saatchi Sydney 51.48

25. M&C Saatchi Melbourne 51.45

26. GPY&R Sydney

27. Innocean 48.78

28. McCann Sydney 47.91

29. Publicis Mojo Melbourne 47.86

30. The Campaign Palace Sydney 45.68

The survey, conducted for Mumbrella by Edentify, was weighted, so that the scores awarded by the panel of industry experts counted for 60% of the total. Results from Mumbrella’s readers counted for 40%.

Respondents were asked to rate agencies out of ten for each criterion, which was tallied to an overall score out of 100. To reduce self-scoring, respondents were asked to declare if they worked at any of the 30 agencies before they could begin.

The full results, with breakdowns by assessment criteria, will be published in the Mumbrella Creative Agency Performance and Perception Study in greater detail in the coming weeks. The report will include qualitative assessments on each agency from Mumbrella’s assessment panel.

Mumbrella’s agency assessment panel:

  • Nick Baker, Executive general manager, marketing, Tourism Australia
  • David Thomason, Consultant, David Thomason Strategy
  • Darren Woolley, MD, TrinityP3
  • Anthony Hourigan, CEO, Hourigan International
  • William Leach & Sangeeta Leach, partners, The Leach Partnership
  • Peter MacDonald, MD, The Agency Register
  • Nick Williams, Principal, Williams International
  • Chrissie Blackburn, MD, Red Spider
  • Esther Clerehan, owner, Clerehan
  • Liane Ringham, MD, Inside Story

The assessment criteria


  • The agency that is producing the highest quality creative work
  • The agency pushing creative boundaries
  • The agency with the strongest creative culture


  • The agency that produces the most effective work
  • The agency with the strongest effectiveness culture


  • The agency that is the least siloed
  • The agency that best uses the full spectrum of communications channels
  • The agency in which digital is best integrated into work processes and campaigns
  • The agency that best integrates the way it works with other agencies


  • The agency with the strongest planning department
  • The agency with the strongest planning culture

Account management

  • The agency that is best at meeting clients’ needs
  • The agency that is best at selling great creative work


  • The agency with the most worldclass talent
  • The agency that best develops, nurtures and rewards talent
  • The agency with the lowest staff turnover

Commercial success

  • The most commercially successful agency
  • The agency best at winning new business
  • The agency best at finding new revenue streams

Impact on the industry

  • The agency with the best ideas or model to transform the industry
  • The agency with individuals who have contributed positively to the progress and profile of the industry
  • The agency best able to manage its profile


  • The agency most feared in pitches
  • The most exciting agency to work for
  • The agency most likely to produce a great campaign now

Client stability

  • The agency with the longest-standing clients
  • The agency clients least want to fire
  • The agency best able to manage conflicting clients

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.