BMF​ ​has​ ​been​ ​named​ ​Effective​ ​Agency​ ​of​ ​the​ ​Year​ ​at​ ​the​ ​2017​ ​Australian​ ​Effie​ ​Awards,​ ​scooping​ ​one Gold,​ ​one​ ​Silver​ ​and​ ​one​ ​Bronze.

The agency won for its Football​ ​Federation​ ​Australia​ ​campaign​ ​“You’ve​ ​gotta​ ​have​ ​a​ ​team: Bringing​ ​the​ ​next​ ​generation​ ​of​ ​fans​ ​into​ ​the​ ​Hyundai​ ​A-League”,​ ​three​ ​Silver​ ​for​ ​Australian​ ​Government​ ​- Department​ ​of​ ​Social​ ​Services​ ​“The​ ​campaign​ ​that​ ​got​ ​millions​ ​of​ ​Australians​ ​to​ ​help​ ​prevent​ ​violence​ ​in future​ ​generations”,​ ​two​ ​Silver​ ​for​ ​ALDI​ ​Australia’s​ ​“The​ ​ALDI​ ​Christmas​ ​campaign​ ​that​ ​out-sold​ ​it’s​ ​Effie winning​ ​predecessor”,​ ​and​ ​one​ ​Silver​ ​for​ ​TAL​ ​Insurance​ ​campaign​ ​“Launching​ ​a​ ​brand​ ​nobody​ ​had​ ​heard of…​ ​in​ ​a​ ​category​ ​nobody​ ​likes”.

Two​ ​Golds​ ​were​ ​presented​ ​to​ ​Leo​ ​Burnett​ ​Melbourne​ ​for​ ​headspace​ ​National​ ​Youth​ ​Mental​ ​Health Foundation​ ​campaign​ ​​ ​“Reword:​ ​Changing​ ​Online​ ​Bullying​ ​Behaviour”,​ ​one​ ​Gold​ ​to​ ​AFFINITY​ ​for​ ​Flordis campaign​ ​“Don’t​ ​Ignore​ ​a​ ​Cough”​ ​and​ ​one​ ​Gold​ ​to​ ​AJF​ ​Partnership​ ​for​ ​​Lion​ ​–​ ​Dare​ ​​Ice​ ​Coffee​ ​campaign “How​ ​not​ ​thinking​ ​straight​ ​led​ ​to​ ​long​ ​term​ ​growth”,​ ​which​ ​also​ ​went​ ​on​ ​to​ ​claim​ ​the​ ​coveted​ ​Grand​ ​Effie.

Dare​ ​successfully​ ​took​ ​on​ ​Australian​ ​iced​ ​coffee​ ​brands​ ​and​ ​international​ ​pick-me-ups​ ​by​ ​creating​ ​a​ ​new consumption​ ​occasion:​ ​becoming​ ​the​ ​habitual​ ​choice​ ​for​ ​whenever​ ​people​ ​are​ ​not​ ​thinking​ ​straight.​ ​The judges​ ​said​ ​the​ ​strategic​ ​challenge​ ​was​ ​significant​ ​given​ ​the​ ​breadth​ ​and​ ​strength​ ​of​ ​competition​ ​in​ ​the category.​ ​The​ ​objective​ ​was​ ​both​ ​clear,​ ​ambitious​ ​and​ ​delivered​ ​outstanding​ ​growth​ ​and​ ​ROI.

The​ ​ceremony​ ​which​ ​took​ ​place​ ​at​ ​ICC’s​ ​Parkside​ ​Ballroom​ ​in​ ​Darling​ ​Harbour,​ ​in​ ​Sydney​ ​last​ ​night, delivered​ ​a​ ​further​ ​22​ ​Silver​ ​and​ ​15​ ​Bronze​ ​awards,​ ​bringing​ ​the​ ​total​ ​number​ ​of​ ​agencies​ ​awarded​ ​for outstanding​ ​measurable​ ​results​ ​to​ ​25​ ​and​ ​the​ ​number​ ​of​ ​clients​ ​to​ ​24.

The​ ​Effective​ ​Advertiser​ ​of​ ​the​ ​Year​ ​award​ ​was​ ​presented​ ​to​ ​ANZ​ ​Australia.​ ​The​ ​jury​ ​said,​ ​​”ANZ’s​ ​entry very​ ​clearly​ ​expresses​ ​the​ ​steps​ ​they​ ​take​ ​to​ ​achieve​ ​advertising​ ​effectiveness.​ ​There​ ​may​ ​be​ ​nothing unique​ ​in​ ​their​ ​processes​ ​but​ ​ANZ​ ​is​ ​a​ ​great​ ​example​ ​of​ ​a​ ​large​ ​Australian​ ​marketing​ ​team​ ​intent​ ​on achieving​ ​best​ ​practice.The​ ​effectiveness​ ​and​ ​creative​ ​awards​ ​they​ ​have​ ​achieved​ ​are​ ​testament​ ​to​ ​the culture​ ​and​ ​approach​ ​of​ ​the​ ​team​ ​at​ ​ANZ.”

Jaimes​ ​Leggett​ ​Chair​ ​of​ ​The​ ​Communications​ ​Council,​ ​said​, ​“Now​ ​in​ ​their​ ​ninth​ ​year,​ ​the​ ​Effies​ ​have become​ ​one​ ​of​ ​the​ ​most​ ​important​ ​dates​ ​in​ ​our​ ​industry’s​ ​calendar.​ ​Each​ ​year,​ ​the​ ​quality​ ​of​ ​the​ ​cases raises​ ​the​ ​bar​ ​for​ ​great​ ​creative​ ​and​ ​strategic​ ​thinking​ ​that​ ​delivers​ ​real​ ​value​ ​to​ ​clients’​ ​businesses.​ ​These awards​ ​have​ ​one​ ​of​ ​the​ ​most​ ​rigorous​ ​judging​ ​processes,​ ​led​ ​by​ ​Chairman​ ​of​ ​Judges,​ ​Colin​ ​Wilson-Brown through​ ​three​ ​stages​ ​of​ ​judging​ ​with​ ​175​ ​agency​ ​and​ ​marketing​ ​leaders.​ ​So,​ ​even​ ​to​ ​become​ ​an​ ​Effies finalist​ ​is​ ​a​ ​huge​ ​​achievement​ ​–​ ​to​ ​​take​ ​home​ ​metal​ ​is​ ​outstanding.​ ​Congratulations​ ​to​ ​all​ ​of​ ​our​ ​winners and​ ​finalists.”