Endeavour Group, a prominent player in Australia’s drinks and hospitality sector, has appointed BMF as its lead creative agency. The decision sees BMF taking charge of the creative direction for Endeavour Group’s diverse portfolio of brands, including Dan Murphy’s and BWS.

BMF was selected for its strategic excellence, innovative approach to creative thinking, and its extensive experience in the retail and hospitality sectors. The agency will work in partnership with Endeavour Group to better understand the social needs and behaviours of its customers across the liquor retail and hospitality spaces.

Jo Rose, Endeavour Group’s Chief Marketing Officer, explained the rationale behind the move: “We made the decision to move to a single creative partner to help us lift the role and influence of creativity in our organisation,” she said. “BMF is known for their ability to activate creative work in an increasingly digital and data-led environment, and this is something we are incredibly excited to see them enhance across our brands.”

Rose further elaborated on the strategic benefits of having a single creative partner: “Having one partner will help us be more purposeful in the way we grow our brands, by ensuring they are playing distinct but complementary roles in serving the full spectrum of our customer needs.”

Katie Dally, Endeavour Group’s General Manager of Marketing – Creative, also praised BMF’s approach: “They struck the perfect balance between art and science, pushing commercial creativity boundaries, making them the right partner for us to drive future growth.”

BMF will officially take over the BWS creative account from 1 July 2024, and Dan Murphy’s from October 2024. The incumbent agencies, M&C Saatchi (BWS) and Thinkerbell (Dan Murphy’s), did not participate in the pitch. M&C Saatchi has been a key agency partner of BWS since 2016.

BMF’s Chief Executive Officer, Stephen McArdle, expressed his excitement about the new partnership: “From our first meeting with the Endeavour team we were excited about their creative ambition, marketing smarts, positivity and general all-round loveliness.”