Lion and BMF part ways following consolidation of Lion brands between Ogilvy and Host
Lion and BMF have today announced their long-held relationship has come to an end.
Says Tanya Marler, marketing director, Lion Beer and Cider Australia: “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. “
Says Stephen McArdle, managing director, BMF: “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.”
11 Comments
Bring it.
what was once creative that the punters enjoyed is fast becoming wallpaper
Clients get what they deserve.
to the worst marketers in Sydney.
I used to work for Lion at another agency, never regretted not wasting another day of my career trying to make sense of the drivel they produce.
Vanilla flavoured beer all round then?
BMF used to do brave work for brave clients run by brave marketing directors.
Now there are a lot of arse covering, box ticking, weak-as-piss non-decision makers running various pieces of business. God only knows how Lion think they’re doing a good job; as their ads have gotten worse, so have their sales. Do you even see Extra Dry anymore? For BMF to pull up stumps, it must have been a truly awful relationship.Knowing the blood, sweat and beers that went into every piece of the classic communication, you know when a client doesn’t understand their part in the process, it’s time to move on. Good luck BMF. And Lion your beverages are off my table.
Ha ha, same here!
BMF are infinitely better off without Lion as a client.
The BMF and Lion relationship was been one of the most powerful and enduring of modern times. Great partnerships require trust and clearly that has broken down. It is a real shame to read this news for the industry as a whole and reflective of the state that Lion finds itself in.
Shame on you.
in Ogilvy’s ditch.
If there were an award for best CB comment in 2016, this would win the Grand Prix
Hat tip
https://www.youtube.com/watch?v=g3-0rtWrGac
https://www.youtube.com/watch?v=ORfkh0OojxY
https://www.youtube.com/watch?v=o41WzjKf2w8
https://www.youtube.com/watch?v=ouRUgO2RKaE
https://www.youtube.com/watch?v=6PPd75Kag8I
https://www.youtube.com/watch?v=Vnmd-kslKxg
https://www.youtube.com/watch?v=PNAg6IUSxAM