BMF has been named Effective Agency of the Year at the 2024 Australian Effie Awards, marking a standout performance by also taking home the Grand Effie for ALDI Australia’s Shop ALDI First campaign. Additionally, its long-term client ALDI Australia won Effective Advertiser of the Year.
With 16 shortlists—the highest of any agency this year, BMF went on to win ten awards across nine categories and two clients. The agency took home the prestigious Grand Effie and three golds for Shop ALDI First, two silvers for Shop ALDI First and Come Down for Air, and two bronzes for Go Big on the Little Things and Shop ALDI First.
The Effie Awards celebrate outstanding advertising effectiveness, recognising the best campaigns that deliver measurable results. Established to honour marketing excellence, the Effies highlight the crucial connection between creativity and performance, rewarding agencies that have demonstrated their ability to drive successful outcomes for their clients.
The judges were impressed with how ALDI repositioned a perceived weakness into a strength by turning known truths into trustworthy positioning, commenting: "This is a compelling lesson in how to stand out from competitors. It's not only a great idea but a great execution of that idea. The case presented a clear demonstration of a strong ROI that delivered outcomes exceeding the KPIs."
Christina Aventi, Chief Strategy Officer, BMF, said: “At BMF, effectiveness is something we live and breathe. It’s about understanding the role creativity can play in having an outsized, multiplier effect on results, particularly as many of our clients are outspent by competitors. We are thrilled for the team to have won the Grand Effie for Shop ALDI First (their second Grand Effie in just four years). Equally, we are stoked for our other clients Tourism Tasmania who won, Afterpay who were highly commended, and Tennis Australia who were proud finalists. Effectiveness is equal opportunity at BMF - we just want to keep applying that rigour so each one of our clients can also experience the pure bliss of a golden Effie confetti shower… and importantly, the results that unlock that”.
Stephen McArdle, CEO at BMF, added, "This recognition at the Effies reinforces our belief in, and the power of, Long Ideas to creativity transform brands. We are proud of our team’s dedication to delivering campaigns that not only inspire but also achieve significant results for our clients. But we couldn't have done it without the brilliant team of BMFers and trusting clients. Here’s to you."