Endeavour Group is parting ways with BMF following a review of its creative agency model.
The account was won in 2024, previously held by M+C Saatchi and Thinkerbell.
The portfolio included Dan Murphy's and BWS.
The stated reason for change was that it is part of a "broader" strategy refresh. Endeavour is targeting $100 million of cost savings across the business, including centralised administration and procurement.
"BMF has been a valued partner to Endeavour Group, delivering impactful work that has contributed to the strength of our brands," said Endeavour Group chief customer officer Catriona Larritt.
“We thank the BMF team for their work over the last 18 months, including the highly acclaimed Eye for Value work in Dan’s which has been nominated for several awards, as well as the memorable BWS Here for It campaign, and the Appy Deals campaign, which launched last summer.
“While we've made the decision to evolve our agency model as part of our broader strategy refresh, we do so with immense respect for the BMF team. We’re incredibly proud of the work we’ve created together and grateful for the passion they’ve brought to our brands every single day."
Current agency arrangements remain in place until the end of the financial year, and Endeavour Group will appoint new creative partners in due course.
BMF worked on Dan Murphy's 'Eye For Value' campaign in November 2025.
BMF also parted ways with Westpac in April, due to the bank moving to a project-based model.
"We're incredibly proud of the work we created for Endeavour Group over the past two years, and the partnership we built, one grounded in ambition, a genuine commitment to creative effectiveness and ideas that resonated both culturally and commercially," said BMF CEO Stephen McArdle.
“We wish Endeavour Group every success as it builds on its recent commercial growth and continues to reset its business and marketing strategy under the new leadership team."
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