Lion and BMF part ways, hands creative to Host and Ogilvy

Lindsay Bennett
By Lindsay Bennett | 23 November 2016
BMF, the agency behind the iconic Toohey's tongue ad, will no longer work with Lion

Creative shop BMF and Australian brewer Lion have ended their partnership after nearly 20 years working together.

The decision has been made to consolidate Lion’s larger brands between existing creative partners Ogilvy and Host. The shift comes after the XXXX Gold duties were handed to Host in May.

Lion is now searching for a smaller agency to partner Lion's craft portfolio.

After the XXXX Gold move, BMF continued to work across Lion's 5 Seeds and James Squires brands as well as various beer category promotions.

AdNews understands BMF and Lion mutually agreed to part ways.

Tanya Marler, marketing director Lion Beer and Cider Australia says: “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.”

Earlier this year Lion moved its $54 million media account from Bohemia to UM.

BMF managing director, Stephen McArdle adds: “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.”

Lion restructured its marketing team last year, splitting the top marketing role formerly held by Matt Tapper into three roles.

BMF has been behind some iconic Australian ads, including the Toohey's Extra Dry tongue spot, XXXX Island and the Nocturnal Migration.

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