BMF has won out against three Melbourne agencies to be appointed to lead the strategic and creative responsibilities for Dulux paints.

The move comes a few months after Dulux embarked on its biggest advertising campaign in almost a century in September 2015.

The four 30 second Mythbusters TVCs were created, not by Clemenger BBDO, which had been doing most of Dulux’ advertising, but by one of Dulux’ PR agencies, Communicado Marketing Communications. Dulux’ mascot for 50 years, the old English sheepdog, was also absent.

Steve McArdle, BMF managing director commented on his agency’s win, “Dulux is a deeply trusted, universally known and hugely loved brand. We’re honoured they’ve chosen BMF to help them drive it into an exciting new phase, marked by even greater innovation and ambition.”

Cam Blackley, BMF executive creative director, added, “We don’t underestimate the creative responsibility we’ve been handed here and are delighted to be a part of the next chapter of the Dulux story.”

BMF has been making its mark in Melbourne, with clients Sportsbet and TAL. Dulux adds to its run of new business wins last year. BMF will work across all Dulux paints business, including Dulux masterbrand, Dulux Weathershield and Dulux Wash & Wear.