BMF is Australia’s most effective agency taking out the Effie Award "Effective Agency of the Year" title twice in the last three years. 

22 years ago BMF took a stand against short-termism in our industry.
 
We pledged to fight for ideas that live longer, resonate louder and generate better results for our clients. 

We called them long ideas. 

Long ideas stand the test of time, the torture of testing and the cynicism of the Aussie public. 

Long ideas connect. They make you think and make you feel. They can change the way you vote as well as coax you into buying half price sausages. 

Long ideas shift perceptions, change behaviours and transform businesses. 

Welcome to the Home of the Long Idea.

Who We Are
  • Steve McArdle
    Managing Director
    Stephen has worked for some of the world’s best agencies and biggest brands over his 20 years in advertising and has held key...Stephen has worked for some of the world’s best agencies and biggest brands over his 20 years in advertising and has held key leadership positions for the last 10 of those years. In his time as Managing Director at BMF, Stephen has helped steer the agency to the top of the industry, launching the agency’s positioning as ‘The Home of the Long idea’, which has ensured a focus on long term effectiveness and enduring client relationships, and resulted in the agency being named Effective Agency of the Year and NSW Agency of the Year.
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  • Christina Aventi
    Executive Planning Director
    A young veteran of advertising with 18 years experience, Christina started her career client side at Unilever. She soon found her home in...A young veteran of advertising with 18 years experience, Christina started her career client side at Unilever. She soon found her home in strategic planning and since then has consistently contributed to award winning campaigns at Cannes, Spikes, and One Show for the likes of Lamb, Weight Watchers and Solo. Christina currently leads planning across the agency, with a particular focus on GWF, NSW Government and ALDI. A regular industry commentator and panelist on Gruen (ABC), she has led BMF to be the most effective agency in Australia, picking up 17 Effies and 7 APG awards in the past 2 years.
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  • Alex Derwin
    Executive Creative Director
    Alex Derwin joined BMF from Clemenger BBDO Melbourne in 2015. He has led the ALDI creative account, helping it become one of the most...Alex Derwin joined BMF from Clemenger BBDO Melbourne in 2015. He has led the ALDI creative account, helping it become one of the most creative accounts in the country, garnering 76 creative and effectiveness awards including One Show, AWARD Award, LIA, Spikes, Sirens and Effies. In that time, Derwin has also played a key role in the agency's new business success, winning TAL, Dulux, Agoda and Transport NSW and launching Australia's largest life insurer, TAL, as a consumer facing brand. With twenty years experience in the UK, the US and Australia, Derwin has an international résumé that includes award-winning work on Nike, Nestlé, Oak Milk, Toyota, The Star, St Vincent de Paul and The Observer newspaper. In 2017, he was tasked with leading the creative output of the agency in the role of Executive Creative Director.
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  • Claudia Gallardo
    Chief Financial Officer
    Claudia’s professional career spans over 20 years, with experience in commercial roles for significant communications groups...Claudia’s professional career spans over 20 years, with experience in commercial roles for significant communications groups, including Omnicom, WPP and STW.  Starting her working life as an accountant, Claudia has grown into senior commercial roles for a number of companies including DDB, Ogilvy & Mather, McGrath Estate Agents, TNS and the Daily Mail & Trust Group. Claudia holds a Bachelor of Commerce from the University of NSW and trained as a Chartered Accountant with Arthur Andersen & Co. in Sydney.
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  • Matthew Melhuish
    Executive Chairman
    Matthew is Executive Chairman of BMF and CEO of the Enero Group, the international boutique marketing services group of which BMF is a...Matthew is Executive Chairman of BMF and CEO of the Enero Group, the international boutique marketing services group of which BMF is a member. He has 30 years’ experience in the advertising and marketing industry across a range of roles in Australia and the UK. Prior to his Enero role Matthew was a founding partner of BMF and CEO for 15 years from inception through to BMF being named as ‘Agency of the Decade’. Matthew recently stepped down after 10 years as Chairman of the EFFIE Advertising Effectiveness Award, was previously Chairman of the industry body AFA and was a Board member of the international aid organisation Médecins San Frontiérs/Doctors without Borders (MSF) for 10 years. From 2009 to 2018, Matthew was also a Board member of the Sydney Festival.
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The Team