Endeavour Group appoints new creative agency
Endeavour Group has appointed a new creative agency following an extensive process.
On Monday, the Australian drinks and hospitality business announced that BMF has won the account and will work across its portfolio, which includes Dan Murphy’s and BWS.
In a statement, Endeavour Group said BMF won out the process after it was “identified as the preferred agency for their strategic excellence, innovative approach to creative thinking, and their experience in retail and hospitality”.
“We made the decision to move to a single creative partner to help us lift the role and influence of creativity in our organisation,” Endeavour Group’s chief marketing officer, Jo Rose, said.
“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.”
Rose also issued a “heartfelt thank you” to incumbent agencies, M&C Saatchi (BWS) and Thinkerbell (Dan Murphy’s),” after Mumbrella confirmed in May that both groups were not taking part in the pitch process.
During its partnership, M&C Saatchi launched a number of campaigns for the brand, including the ‘Refreshingly BWS’ brand platform, and the recent ‘A win’s a win’ work.
“M&C Saatchi has been a key agency partner of BWS since 2016, and in that time has worked on several important brand platforms, including most recently the launch of Refreshingly BWS,” Rose said.
“Similarly, Thinkerbell has worked with Dan Murphy’s since 2019, completely repositioning the brand and culminating in the recent launch of the new Dan Murphy’s platform, Nobody Beats.
“Both agencies have made an enormous contribution to our business and laid the foundations for our future.”
Endeavour Group general manager of marketing – creative, Katie Dally, said that BMF were the right partner to help grow the business, saying: “They struck the perfect balance between art and science, pushing commercial creativity boundaries, making them the right partner for us to drive future growth.”
BMF CEO Stephen McArdle added: “From our first meeting with the Endeavour team we were excited about their creative ambition, marketing smarts, positivity and general all-round loveliness.
“Those feelings have only compounded over the pitch process. A pitch process that clearly signalled they are 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.
“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.”
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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This is serious proof that Endeavour group is rudderless
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go off king
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