No redundancies because of Lion: BMF

By By Wenlei Ma | 2 August 2012

BMF said there will be no redundancies at the creative agency following its loss of Lion Dairy & Drinks due to new business wins including Monash University.

A BMF spokesperson told AdNews the addition of Monash University and another undisclosed client will offset the loss of its portion of the Lion Dairy & Drinks portfolio. No redundancies are expected.

Throughout this week, it emerged BMF has lost all of its Lion Dairy & Drinks business as a result of an agency review. The brands were redistributed between AJF Partnership, Host and McCann Sydney.

Newly minted client Monash University come on board in May and the agency has unveiled a campaign, 'Where brilliant begins', for the institution this week. The campaign is designed to appeal to prospective students and aims to position Monash as where 'brilliance' is nurtured.

It runs across out-of-home and print, and will extend into digital in the future.

Monash University executive director of marketing and communications Dorothy Albrecht said: “We're very excited about the campaign. It really does capture what Monash is about and what sets us apart from other universities.”

BMF Melbourne executive creative director David Klein said: “We were inspired by the brilliant achievements of Monash and its students. There were so many wonderful stories that we could share.”

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