Enero Group-owned agencies BMF and Naked are set to merge in a move to strengthen its "strategic and creative services" offering to clients.
Under the BMF brand, the Naked name will cease to exist, with all its clients and team being absorbed into the merged businesses.
The company says it will continue to focus on helping marketers navigate their "increasingly complex landscapes".
“BMF and Naked have always shared a belief in the power of creativity to deliver outstanding results for our clients and a reputation for world class strategic thinking," BMF managing director Stephen McArdle says.
"Naked was born of a focus on unconventional thinking that has been the hallmark of the Naked brand since conception. BMF’s focus is on delivering enduring ideas for brands and maintaining an obsession with effectiveness.”
BMF is part of the Enero Group, with the Australian holding group stating that the decision to merge the two businesses comes at a time where agencies need to create strategies to adapt to the changing media landscape.
The move comes soon after BMF’s 'Santa Crashes Christmas' for ALDI Stores Australia campaign won two gold, two silver and three bronze awards at the AWARD Awards, and Naked won three gold and three silver awards for its 'Sans Forgetica' campaign for RMIT University.
“As we continue to reimagine the future for Enero and look to build strong businesses to take advantage of the changing marketing landscape, we saw a great opportunity to bring together the skills within Naked and BMF," Enero Group CEO Matthew Melhuish says.
"By adding Naked’s strength in media-neutral strategy and innovative creativity to a BMF team who are already performing brilliantly, we are creating a stronger business that has even more potential. Both agencies have great clients and produce great work; I’m excited to see what they will produce now they are working together.”
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