Endeavour Group’s CMO Josie Brown has left the business and the drinks retailer has put creative up for review after severing ties with BMF.
BMF has served as Endeavour’s lead creative since July 2024 and will sever ties a the end of FY26, marking the agency’s second major client loss after Westpac in recent times.
Brown, who was elevated to the top marketing role a year ago, is understood to have left the business in recent weeks as part of a broader restructure.
The move comes as Endeavour Group—the parent company of Dan Murphy’s and BWS—embarks on a cost-cutting drive to save $100 million, and after chief marketing officer Josie Brown left the business last month.
“BMF has been a valued partner to Endeavour Group, delivering impactful work that has contributed to the strength of our brands,” Endeavour Group chief customer officer Catriona Larritt said.
“We thank the BMF team for their work over the last 18 months, including the highly acclaimed Eye for Value work in Dan’s which has been nominated for several awards, as well as the memorable BWS Here for It campaign, and the Appy Deals campaign, which launched last summer.”
Endeavour Group has begun a creative review to find a new creative agency partner.
“While we’ve made the decision to evolve our agency model as part of our broader strategy refresh, we do so with immense respect for the BMF team. We’re incredibly proud of the work we’ve created together and grateful for the passion they’ve brought to our brands every single day,” Larritt added.
BMF chief executive Stephen McArdle said the agency was “incredibly proud” of its work for Endeavour Group
“The partnership we built [is] one grounded in ambition, a genuine commitment to creative effectiveness and ideas that resonated both culturally and commercially.”
“We wish Endeavour Group every success as it builds on its recent commercial growth and continues to reset its business and marketing strategy under the new leadership team.”
