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Agencies › BMF

BMF

BMF is a creative agency. AccountMoves records 10 account wins, 0 losses and 1 retention, and 9 current clients including Asahi Beverages, Blundstone, Dementia Australia, HCF, as at 16 Oct 2026. Based on reported moves only, with sources.

Type: creative

Leadership: Alex Derwin (Chief Creative Officer), Steve McArdle (CEO), Stephen McArdle (CEO), Lincoln Grice (Head of Art & Design), Fiona McLeod (Design Director), Edward Hughes (Client Services Director), David Fraser (Executive Creative Director), Jane Tjokrowidjaja (Art Director), Ben Alden (Art Director), Stefania Barry (Account Director), Christina Aventi (Chief Strategy Officer), Jenny Lee-Archer (Head of TV) · 78 people recorded in total

Career W-L10-0
Retained1
Net $m+0.0
Clients9
2026 rank3

Year by year Sortable

YearWLRet.Won $mLost $mNet $mLeague rank
20264000.00.00.03
20252010.00.00.032
20241000.00.00.058
20231000.00.00.050
20192000.00.00.017
Career10010.00.00.0

Current clients

BrandDisciplineSinceTenureAt risk
Asahi Beveragescreative9 June 20260.4
Blundstonecreative8 July 20197.3
Dementia Australiacreative27 Jan 20260.7
HCFcreative26 Aug 20251.1
Ringcreative24 Aug 20260.1
Superloopcreative20 Aug 20260.2
Tennis Australiacreative9 May 20233.4
Tourism Tasmaniacreative22 Mar 20197.6
Westpaccreative21 Feb 20251.6

Worked together again Credited with the same marketer at two brands · All connections

None recorded. Connections are only drawn between people named together in one source, never from agency rosters.

On the record Client reasons and this agency's own words, paraphrased · cliché score 2 per quote (league)

AGENCY SAYS McArdle said BMF was pleased to take on Ring.
amazing
Stephen McArdle on Ring · the move · via Campaign Brief, 24 Aug 2026 · paraphrased
WHY THEY WON Colman said BMF stood out for sharp strategic thinking, a record of commercial results and a clear grasp of the customer and category.
strategic thinkingeffectivenessaudience understandingexcited
Ben Colman on Superloop · the move · via B&T, 20 Aug 2026 · paraphrased
AGENCY SAYS McArdle said BMF was excited to take on Superloop, and flagged big plans for the next phase.
ambitiousexcitedjourney
Stephen McArdle on Superloop · the move · via B&T, 20 Aug 2026 · paraphrased
WHY THEY WON Fildes pointed to a collaborative way of working, the strength of its creative ideas and strong chemistry with the client team as the reasons for choosing BMF.
partnershipcreativitychemistry
Lauren Fildes on Asahi Beverages · the move · via B&T, 9 June 2026 · paraphrased
WHY THEY WON Buchanan said BMF stood out for the quality of its people, a record of commercial results and strong chemistry with the client team.
peopleeffectivenesschemistrymeaningful
Tanya Buchanan on Dementia Australia · the move · via B&T, 27 Jan 2026 · paraphrased
AGENCY SAYS Woods said BMF was proud to take on Dementia Australia.
meaningfulproud
Richard Woods on Dementia Australia · the move · via B&T, 27 Jan 2026 · paraphrased
WHY THEY WON Whelan credited BMF with a collaborative way of working and its data and technology capability.
partnershipdata and technologyexcited
Martin Whelan on HCF · the move · via Campaign Brief, 26 Aug 2025 · paraphrased
AGENCY SAYS McArdle said BMF was excited to take on HCF.
excited
Stephen McArdle on HCF · the move · via Campaign Brief, 26 Aug 2025 · paraphrased
WHY THEY WON Dally said BMF stood out for the strength of its creative ideas, a record of commercial results and a collaborative way of working.
creativityeffectivenesspartnershipjourneymuch-loved
Katie Dally on Endeavour Group · the move · via Campaign Brief, 1 July 2024 · paraphrased
AGENCY SAYS McArdle said BMF was excited to take on Endeavour Group, and talked up the brand's standing and flagged big plans for the next phase.
ambitiouscan't waitexcitedheritageiconic
Stephen McArdle on Endeavour Group · the move · via Campaign Brief, 1 July 2024 · paraphrased
AGENCY SAYS McArdle said BMF was excited to take on Tennis Australia, and talked up the brand's standing.
excitediconic
Steve McArdle on Tennis Australia · the move · via Campaign Brief, 9 May 2023 · paraphrased
WHY THEY WON Cornelis said BMF stood out for strong chemistry with the client team, a collaborative way of working and a clear grasp of the customer and category.
chemistrypartnershipaudience understandingdelighted
Cedric Cornelis on Tennis Australia · the move · via Campaign Brief, 9 May 2023 · paraphrased
WHY THEY WON Blake credited BMF with the quality of its people and a clear grasp of the customer and category.
peopleaudience understandingexcitedincredible
Adam Blake on Blundstone · the move · via LBB, 8 July 2019 · paraphrased
AGENCY SAYS McArdle said BMF was pleased to take on Tourism Tasmania.
Steve McArdle on Tourism Tasmania · the move · via Campaign Brief, 22 Mar 2019 · paraphrased

Seen in credits Campaign credits. Not appointments or wins

LatestBrandCredited forCampaignSource
11 Nov 2024ALDI Australia SEEN IN CREDITScreativeGo A Little ExtraMediaweek
8 Apr 2024Tourism Tasmania SEEN IN CREDITScreativeLBB
17 June 2024Department of Social Services SEEN IN CREDITScreativeMediaweek
10 June 2024Department of Health and Aged Care SEEN IN CREDITScreativeCampaign Brief
20 Feb 2024Alinta Energy SEEN IN CREDITScreativeTrue PowerB&T
15 Jan 2024Afterpay SEEN IN CREDITScreativeB&T
16 Oct 2023Tennis Australia SEEN IN CREDITScreativeHits DifferentCampaign Brief
12 June 2025George Weston Foods SEEN IN CREDITScreativeMake Every Bite GoldenB&T
20 July 2022Aldi SEEN IN CREDITScreativeMumbrella
18 Feb 2020BPAY Group SEEN IN CREDITScreativeLBB
17 Nov 2020Audi Australia SEEN IN CREDITScreativeB&T
7 Dec 2020Amart SEEN IN CREDITScreativeIt Just Makes SenseCampaign Brief
22 Feb 2021carsales SEEN IN CREDITScreativeEverything You Auto KnowCampaign Brief
31 Mar 2021Australian Federal Government SEEN IN CREDITScreativeStop It At The StartMumbrella
14 July 2021Petbarn SEEN IN CREDITScreativeMumbrella
10 Aug 2021hipages SEEN IN CREDITScreativeLBB
3 Nov 2021The Department of Home Affairs SEEN IN CREDITScreativeBeat Cybercrime in Your DowntimeLBB
17 Nov 2021Transport for NSW SEEN IN CREDITScreativeCampaign Brief
7 Nov 2022Nine SEEN IN CREDITScreativeMake It Your BusinessLBB
23 Oct 2023The Attorney-General’s Department SEEN IN CREDITScreativeCampaign Brief
16 Nov 2023Clear Skincare Clinics SEEN IN CREDITSdesignCampaign Brief
26 May 2024Australian Government Department of Social Services SEEN IN CREDITScreativeConsent CanLBB
12 Nov 2024BWS SEEN IN CREDITScreativehere for itMediaweek
11 Aug 2025Westpac SEEN IN CREDITScreativeIt takes a little WestpacCampaign Brief

Wins and losses

DateBrandDisciplineResultOther agencyEst. $m
24 Aug 2026RingcreativeWon
20 Aug 2026SuperloopcreativeWonLeo
9 June 2026Asahi BeveragescreativeWonPHD
27 Jan 2026Dementia AustraliacreativeWon
26 Aug 2025HCFcreativeWon
21 Feb 2025WestpaccreativeWon
29 Jan 2025Tourism TasmaniacreativeRetained
1 July 2024Endeavour GroupcreativeWonM+C Saatchi
9 May 2023Tennis AustraliacreativeWon
8 July 2019BlundstonecreativeWon
22 Mar 2019Tourism TasmaniacreativeWon