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. ”