BMF has been named Effective Agency of the Year at the 2019 Australian Effie Awards. The agency won two Gold, three Silver and three Bronze awards for three clients – Aldi Australia, Department of Social Services and George Weston Foods.
Clemenger BBDO Melbourne won the Grand Effie for Overtaking the Classics to become Australia’s favourite beer, with client, Carlton & United Breweries. The judges commented that “this is a classic case of how good marketing and advertising can still build a minor brand into a market leader.”
“In 2015, XXXX Gold outsold Great Northern by a factor of six to one. Four years later, Great Northern became Australia’s top-selling beer. This was achieved through well-considered insight, strategy and execution.”
“The Great Northern case study is a model for all students of advertising.”
Gold award winners:
Best Smaller State Campaign & Not For Profit Organisations: The Brand Agency for Foodbank WA for Turning a box of nothing into breakfast for WA kids (x2)
Short Term Effects & Media Led Idea or Media Partnership: News Corp Australia for The Heart Foundation Australia for Australia’s Worst Serial Killer (x2)
Long Term Effects: Clemenger BBDO Melbourne for Carlton & United Breweries for Overtaking the Classics to become Australia’s favourite beer
Financial Services: The Monkeys for NRMA Insurance for How reviving its original purpose reversed 8 years of decline for NRMA Insurance
Food, Confectionery & Snacks: DDB Sydney for McDonald’s Australia for I’m lovin’ the short of it (as much as the long)
Most Original Thinking: BMF for Aldi Australia for Good Different Phase 2: Questioning the cult of Loyalty
Brand Value: BMF for Aldi Australia for How a German supermarket became Australia’s most trusted brand
Aldi Australia was named effective Advertiser of the Year.
The judges commented, “Good different is not just an advertising mantra, it is embedded in ALDI’s DNA. It is extraordinary that a German retailer is regarded as Australia’s most trusted brand. As an advertiser, Aldi has trusted their agency, BMF, for many years to create good different campaigns. And, as their Effie awards record shows, they work”.
All case studies are available to view at effies.com.au.