NOW PLAYING
BMF
Team PROFILE
Agency Type
Creative
Ownership
Enero Group
tagline
The Home of the Long Idea
LEADERSHIP TEAM
Stephen McArdle
Chief executive officer
Christina Aventi
Chief strategy officer
Scott Henry
Chief operating officer
David Fraser
Executive creative director
Tom Hoskins
Executive creative director
Anna Bollinger
Executive planning director
Key Stats
Offices
Sydney
Headcount
160
Gender Balance Staff
M: 34%
F: 65%
Non-binary: 1%
Gender Balance Leaders
M: 66%
F: 34%
Client book
Client Wins
3
Client Losses
0
Largest clients
ALDI
Australia Government
Westpac
Trophy Cabinet
Australian Effies
B&T Awards
Spikes
Asia
AWARD Awards
APAC Effies
Agency Scorecards report
In 2025, BMF hit the stage with confidence, demonstrating both professionalism and creative prowess. Calm under pressure, the Enero Group-owned agency didn’t lose a single client throughout the year.
Instead, it added two major wins in Westpac and HCF alongside two project-based accounts, while also retaining Tourism Tasmania.
The bangers didn’t stop there in BMF’s 2025 album however. In 2025, BMF collected an impressive 43 awards, including being named Effie Australia’s Most Effective Creative Agency for the second year on the trot, whilst delivering the highest APAC ranking in the Effie Effectiveness Index.
Likening itself to Coldpay, for more than two decades the agency has stayed anchored to a clear, recognisable core, helping it build long ideas.
The agency states it builds its culture the same way: patiently and consistently, over time. Its culture of being cheeky, gutsy and humble is deeply ingrained. This has delivered an average tenure of five years (nine for SLT) versus the 3.8 industry benchmark.
The culture is deep-rooted in the numbers: 98 per cent of employees are proud of their work, 97 per cent are proud to work at BMF, 92 per cent feel their manager genuinely cares about them as a person, and 91 per cent feel a sense of belonging.
It’s also why BMF has taken home the B&T Award for People & Culture three years running (2023–2025). That wasn’t the only hardware the agency took home that night, it also added the B&T Award for Bravery for its ‘Algorithm of Disrespect’ campaign for the Department of Social Services.
Inclusion is reflected across the agency’s structure. While BMF possessed a 65 per cent female workforce, its creative department had a 50-50 gender split. Two of its three-person leadership team are men.
BMF has had a scratchy throat to begin 2026, parting ways with Westpac and Endeavour Group. But its 2025 performance was top shelf.
Hightlights reel
Tennis Australia: 'AO 2025'
In BMF’s research it found that for decades, the Australian Open was written off by the tennis establishment. Too far. Too hot. Not worth the trip.
So the creative agency set out a plan to dramatise the AO’s journey from underdog to world leader. The Slam that innovated its way to becoming the most attended Grand Slam in the world. The rule-breaking, rip-up-the-old-ways iconoclasm of its ‘Other Slam’ campaign has helped shape the meaning and message of the AO as it grows to unprecedented scale and prestige. All whilst keeping Australia’s unique energy at the core of the story, and giving such a diverse ecosystem focus and continuity.
The imagery, strategy and language of the campaign transformed the brand – appearing as a fully integrated campaign and weaved into global broadcasts to over 1.9 billion people on ESPN, Canal+ and Eurosport.
Hightlights reel
Tourism Tasmania: ‘Off Season 2025’
In 2025, Tourism Tasmania relaunched ‘The Off Season: Become a Winter Person’. The idea celebrated locals who embrace the cold, do odd things in the dark and find creative ways to stay warm, and then invited mainlanders to join them.
The hero film showed the transformation from everyday mainlander to winter person. Out-of-home, social and radio profiled real winter people and the experiences they love. From mushroom picking in abandoned railway tunnels to floating on icy lakes in century-old timber kayaks, the campaign flipped expectations — embracing the cold instead of escaping it — while retaining Tasmania’s anti-ordinary spirit.
BMF's take on 2025
In 2025, BMF was named Agency of the Year five times, including Mumbrella and AdNews Creative Agency of the Year, Effie Australia’s Most Effective Creative Agency for the second year running, and the highest-ranked agency in APAC on the Effie Effectiveness Index. We also welcomed four new clients.
At BMF, we build Long Ideas — and we build our culture the same way: patiently and consistently over time. Anchored by our values of Cheeky, Gutsy and Humble, this approach has delivered an average tenure of five years across the agency and nine years across our SLT, well above the industry benchmark.
It’s also why we’re the only agency to win the B&T Award for People & Culture three years running and the current two-time Mumbrella Culture Award winner. In the past year alone, we also launched new brand platforms for iconic Australian brands including Westpac and the Australian Federal Government.
Haydon Fanning,
digital producer
BMF’s go-to digital lead, building systems, driving culture and delivering beyond level with quiet, consistent excellence.
If we were a band, we'd be...
Coldplay
Coldplay are a great example of what we mean by a Long Idea.
For more than two decades they’ve stayed anchored to a clear, recognisable core—emotionally big, optimistic music that brings people together—while constantly refreshing how that idea shows up in culture.
BMF
B&T's Agency Score
8.9
Previous season: 8.5
Critic's Comment
“BMF made sweet music all year round in 2025. Bringing home 43 awards and not losing a single account is almost pitch perfect.”