Paul Fishlock, the ‘F’ in BMF, is launching his own creative agency, Mumbrella can reveal.
The highly-regarded creative, who left The Campaign Palace more than a year ago, is already working with the Government of West Australia, Cancer Council, Heart Foundation, Red Cross and a commercial advertiser.
The new agency – called Behaviour Change Partners – has six staff including freelancers, and is moving into a new office in Edgecliff in Sydney’s Eastern Suburbs. An agency website is still under construction.
The agency’s first major campaign is an anti-obesity initiative for the West Australian government, which is still in development.
“Our agency takes a disciplined approach to behavioural science and behavioural economics,” explained Fishlock, who said a more detailed explanation of the agency’s proposition would follow.
Fishlock is now into the second year of a court case against WPP over the terms of his exit from The Campaign Palace. Fishlock, who set up BMF in 1996 with Warren Brown and Matthew Melhuish, the new CEO of Photon, left The Palace after the arrival of ECD Reed Collins.