Asahi Beverages has appointed Kerfuffle and BMF as creative partners, following a competitive pitch.
Under the remit, Kerfuffle will lead Carlton, Great Northern, Vodka Cruiser, Woodstock and Schweppes, while BMF will lead work for Victoria Bitter, Hard Rated, Solo and Solo Energy.
This follows the announcement earlier this week that Mindshare would become Asahi’s new media partner.
This also arrives as BMF and Endeavour Group part ways after winning the account in 2024.
Asahi Beverages GM portfolio and brand marketing Lauren Fildes said "we’re grateful for the time, energy and creativity all agencies brought to the competitive process and we congratulate our new partners on their appointment.”
“By appointing Kerfuffle and BMF alongside Mindshare and embedding a collaborative way of working where we share goals and plan together, we’re setting ourselves up to drive long-term value for the business.”
These appointments represent a shift toward a more unified way of working, with external partners aligned to Asahi’s One Asahi philosophy, where the Asahi multi-beverage portfolio is a connected total beverage offering rather than a collection of individual brands.
To help bring this to life, Asahi Beverages will introduce an “Agency Council” model to enable all partners to collaborate closely, share expertise and tackle business opportunities collectively.
“The Asahi team are super smart, values-driven humans with a belief in creativity as a powerful force for brand growth," said BMF CEO Stephen McArdle.
"The fact that many of those brands are already iconic and help shape Australian culture makes this partnership unbelievably exciting.”
The incumbents were Clemenger BBDO and Droga5 ANZ, part of Accenture Song.
Asahi extended its thanks to its outgoing creative partners, Clemenger BBDO and Droga5, for their valuable contribution and commitment during their tenure.
“We’re genuinely grateful for the opportunity and the trust that the Asahi team have put in Kerfuffle," said Kerfuffle CEO Paul McMillan.
"There are a lot of talented people and great agencies in this industry, so we’re incredibly proud that the work, thinking and chemistry of the Kerfuffle team resonated. It’s time to get to work."
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