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Reading: Lion Parts Ways With Creative Agency BMF After 19 Years Citing “Consolidation”
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B&T > Advertising > Lion Parts Ways With Creative Agency BMF After 19 Years Citing “Consolidation”
Advertising

Lion Parts Ways With Creative Agency BMF After 19 Years Citing “Consolidation”

Staff Writers
Published on: 23rd November 2016 at 11:06 AM
Staff Writers
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Lion and BMF have today announced their long-held relationship has come to an end.

Tanya Marler, marketing director Lion Beer and Cider Australia said: “Based on the needs of a more diversified portfolio, the decision has been made to consolidate Lion’s larger brands between existing creative partners Ogilvy and HOST,while commencing a search for a smaller agency to partner Lion’s craft portfolio.

“We have worked with the BMF team for over 19 years and are immensely proud of the campaigns we have delivered over this time across our leading brands, such as Tooheys, XXXX GOLD, James Squire and 5 Seeds, as well as our category initiative Beer the Beautiful Truth.

“We wish the BMF team every success in the future and will always hold our partnership in high regard. ”

BMF managing director, Stephen McArdle added: “We’re very proud of what we’ve achieved with Lion over the years, with work that has defined careers and categories along the way. In more recent times , our view of what makes world-class work has started to differ and the time felt right for us both to move on. We wish Lion every success in the future.”

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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