BMF
Type: creative
Leadership: Stephen McArdle (CEO), Alex Derwin (Chief Creative Officer), Tara McKenty (Chief Innovation Officer and Executive Creative Director), Lincoln Grice (Head of Art & Design), Christina Aventi (Chief Strategy Officer), Jenny Lee-Archer (Head of TV), Rebekah O’Grady (Senior Account Director), Harry Stanford (Creative Director), Adrian Ely (Creative Director), Bob Broadfoot (Art Director), Casey Schweikert (Creative Director), Rees Steel (Creative Director) · 36 people recorded in total
Career W-L7-0
Retained1
Net $m+0.0
Clients7
2026 rank2
Year by year Sortable
| Year | W | L | Ret. | Won $m | Lost $m | Net $m | League rank |
|---|---|---|---|---|---|---|---|
| 2026 | 4 | 0 | 0 | 0.0 | 0.0 | 0.0 | 2 |
| 2025 | 2 | 0 | 1 | 0.0 | 0.0 | 0.0 | 11 |
| 2024 | 1 | 0 | 0 | 0.0 | 0.0 | 0.0 | 31 |
| Career | 7 | 0 | 1 | 0.0 | 0.0 | 0.0 |
Current clients
| Brand | Discipline | Since | Tenure | At risk |
|---|---|---|---|---|
| Asahi Beverages | creative | 9 June 2026 | 0.4 | |
| Dementia Australia | creative | 27 Jan 2026 | 0.7 | |
| HCF | creative | 26 Aug 2025 | 1.1 | |
| Ring | creative | 24 Aug 2026 | 0.1 | |
| Superloop | creative | 20 Aug 2026 | 0.2 | |
| Tourism Tasmania | creative | 29 Jan 2025 | 1.7 | |
| Westpac | creative | 21 Feb 2025 | 1.6 |
Connections CMOs this agency's leaders have worked with
| Leader | CMO | Brand | Years |
|---|---|---|---|
| Stephen McArdle | Lindene Cleary | Tourism Tasmania | 2025 to 2026 |
| Alex Derwin | Lindene Cleary | Tourism Tasmania | 2025 to 2026 |
| Tara McKenty | Lindene Cleary | Tourism Tasmania | 2025 to 2026 |
| Christina Aventi | Lindene Cleary | Tourism Tasmania | 2025 to 2026 |
| Richard Woods | Lindene Cleary | Tourism Tasmania | 2025 to 2026 |
| Stephen McArdle | Jen Clarke | Tourism Tasmania | 2025 to 2026 |
| Alex Derwin | Jen Clarke | Tourism Tasmania | 2025 to 2026 |
| Tara McKenty | Jen Clarke | Tourism Tasmania | 2025 to 2026 |
| Christina Aventi | Jen Clarke | Tourism Tasmania | 2025 to 2026 |
| Richard Woods | Jen Clarke | Tourism Tasmania | 2025 to 2026 |
| Stephen McArdle | Mikaela Conan-Davies | Tourism Tasmania | 2025 to 2026 |
| Alex Derwin | Mikaela Conan-Davies | Tourism Tasmania | 2025 to 2026 |
| Tara McKenty | Mikaela Conan-Davies | Tourism Tasmania | 2025 to 2026 |
| Christina Aventi | Mikaela Conan-Davies | Tourism Tasmania | 2025 to 2026 |
| Richard Woods | Mikaela Conan-Davies | Tourism Tasmania | 2025 to 2026 |
| Stephen McArdle | Felicity Williams | Tourism Tasmania | 2025 to 2026 |
| Alex Derwin | Felicity Williams | Tourism Tasmania | 2025 to 2026 |
| Tara McKenty | Felicity Williams | Tourism Tasmania | 2025 to 2026 |
| Christina Aventi | Felicity Williams | Tourism Tasmania | 2025 to 2026 |
| Richard Woods | Felicity Williams | Tourism Tasmania | 2025 to 2026 |
| Stephen McArdle | Kane Parsell | Tourism Tasmania | 2025 to 2026 |
| Alex Derwin | Kane Parsell | Tourism Tasmania | 2025 to 2026 |
| Tara McKenty | Kane Parsell | Tourism Tasmania | 2025 to 2026 |
| Christina Aventi | Kane Parsell | Tourism Tasmania | 2025 to 2026 |
| Richard Woods | Kane Parsell | Tourism Tasmania | 2025 to 2026 |
| Stephen McArdle | Lindsay Carter | HCF | 2025 to 2026 |
| Alex Derwin | Lindsay Carter | HCF | 2025 to 2026 |
| Tara McKenty | Lindsay Carter | HCF | 2025 to 2026 |
| Christina Aventi | Lindsay Carter | HCF | 2025 to 2026 |
| Richard Woods | Lindsay Carter | HCF | 2025 to 2026 |
| Stephen McArdle | Patricia Wade | HCF | 2025 to 2026 |
| Alex Derwin | Patricia Wade | HCF | 2025 to 2026 |
| Tara McKenty | Patricia Wade | HCF | 2025 to 2026 |
| Christina Aventi | Patricia Wade | HCF | 2025 to 2026 |
| Richard Woods | Patricia Wade | HCF | 2025 to 2026 |
| Stephen McArdle | Alexandra Roche-West | HCF | 2025 to 2026 |
| Alex Derwin | Alexandra Roche-West | HCF | 2025 to 2026 |
| Tara McKenty | Alexandra Roche-West | HCF | 2025 to 2026 |
| Christina Aventi | Alexandra Roche-West | HCF | 2025 to 2026 |
| Richard Woods | Alexandra Roche-West | HCF | 2025 to 2026 |
| Stephen McArdle | Zac Hancock | HCF | 2025 to 2026 |
| Alex Derwin | Zac Hancock | HCF | 2025 to 2026 |
| Tara McKenty | Zac Hancock | HCF | 2025 to 2026 |
| Christina Aventi | Zac Hancock | HCF | 2025 to 2026 |
| Richard Woods | Zac Hancock | HCF | 2025 to 2026 |
| Stephen McArdle | Tegan Brown | HCF | 2025 to 2026 |
| Alex Derwin | Tegan Brown | HCF | 2025 to 2026 |
| Tara McKenty | Tegan Brown | HCF | 2025 to 2026 |
| Christina Aventi | Tegan Brown | HCF | 2025 to 2026 |
| Richard Woods | Tegan Brown | HCF | 2025 to 2026 |
| Stephen McArdle | Stephanie Halbisch | HCF | 2025 to 2026 |
| Alex Derwin | Stephanie Halbisch | HCF | 2025 to 2026 |
| Tara McKenty | Stephanie Halbisch | HCF | 2025 to 2026 |
| Christina Aventi | Stephanie Halbisch | HCF | 2025 to 2026 |
| Richard Woods | Stephanie Halbisch | HCF | 2025 to 2026 |
| Stephen McArdle | Laura Hart | HCF | 2025 to 2026 |
| Alex Derwin | Laura Hart | HCF | 2025 to 2026 |
| Tara McKenty | Laura Hart | HCF | 2025 to 2026 |
| Christina Aventi | Laura Hart | HCF | 2025 to 2026 |
| Richard Woods | Laura Hart | HCF | 2025 to 2026 |
| Stephen McArdle | Katie Dally | Endeavour Group | 2024 to 2026 |
| Alex Derwin | Katie Dally | Endeavour Group | 2024 to 2026 |
| Tara McKenty | Katie Dally | Endeavour Group | 2024 to 2026 |
| Christina Aventi | Katie Dally | Endeavour Group | 2024 to 2026 |
| Richard Woods | Katie Dally | Endeavour Group | 2024 to 2026 |
| Stephen McArdle | Martin Whelan | HCF | 2025 to 2026 |
| Alex Derwin | Martin Whelan | HCF | 2025 to 2026 |
| Tara McKenty | Martin Whelan | HCF | 2025 to 2026 |
| Christina Aventi | Martin Whelan | HCF | 2025 to 2026 |
| Richard Woods | Martin Whelan | HCF | 2025 to 2026 |
| Stephen McArdle | Lauren Fildes | Asahi Beverages | 2026 to 2026 |
| Alex Derwin | Lauren Fildes | Asahi Beverages | 2026 to 2026 |
| Tara McKenty | Lauren Fildes | Asahi Beverages | 2026 to 2026 |
| Christina Aventi | Lauren Fildes | Asahi Beverages | 2026 to 2026 |
| Richard Woods | Lauren Fildes | Asahi Beverages | 2026 to 2026 |
| Stephen McArdle | Ben Colman | Superloop | 2026 to 2026 |
| Alex Derwin | Ben Colman | Superloop | 2026 to 2026 |
| Tara McKenty | Ben Colman | Superloop | 2026 to 2026 |
| Christina Aventi | Ben Colman | Superloop | 2026 to 2026 |
| Richard Woods | Ben Colman | Superloop | 2026 to 2026 |
On the record Client reasons and this agency's own words, paraphrased · cliché score 2.4 per quote (league)
AGENCY SAYS McArdle said BMF was pleased to take on Ring. 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. 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. 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. 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. 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. 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. Martin Whelan on HCF · the move · via Campaign Brief, 26 Aug 2025 · paraphrased
AGENCY SAYS McArdle said BMF was excited to take on HCF. 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. 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. Stephen McArdle on Endeavour Group · the move · via Campaign Brief, 1 July 2024 · paraphrased
Seen in credits Campaign credits. Not appointments or wins
| Latest | Brand | Credited for | Campaign | Source |
|---|---|---|---|---|
| 30 Mar 2026 | ALDI Australia SEEN IN CREDITS | creative | Prices | B&T |
| 15 Feb 2024 | Tourism Tasmania SEEN IN CREDITS | creative | B&T | |
| 26 May 2024 | Department of Social Services SEEN IN CREDITS | creative | Consent Can | Campaign Brief |
| 10 June 2024 | Department of Health and Aged Care SEEN IN CREDITS | creative | Campaign Brief | |
| 19 Feb 2024 | Alinta Energy SEEN IN CREDITS | creative | Campaign Brief | |
| 14 Jan 2024 | Afterpay SEEN IN CREDITS | creative | Afterpay Where You Wouldn | Campaign Brief |
| 5 Dec 2024 | Tennis Australia SEEN IN CREDITS | creative | B&T |
Wins and losses
| Date | Brand | Discipline | Result | Other agency | Est. $m |
|---|---|---|---|---|---|
| 24 Aug 2026 | Ring | creative | Won | ||
| 20 Aug 2026 | Superloop | creative | Won | Leo | |
| 9 June 2026 | Asahi Beverages | creative | Won | PHD | |
| 27 Jan 2026 | Dementia Australia | creative | Won | ||
| 26 Aug 2025 | HCF | creative | Won | ||
| 21 Feb 2025 | Westpac | creative | Won | ||
| 29 Jan 2025 | Tourism Tasmania | creative | Retained | ||
| 1 July 2024 | Endeavour Group | creative | Won | M+C Saatchi |