BMF has been named Effective Agency of the Year for the second consecutive year at the 2025 Australian Effie Awards, securing one gold and four silvers for ALDI Australia, plus one silver for the Attorney-General’s Department.
Additionally, ALDI, last year’s Effective Advertiser of the Year, took home the title again for BMF’s entry ‘Proving That Going Extra Needn't Cost Extra, How ALDI Pushed the Boat out to Bring Aussies in at Christmas’.
“This was an excellent, clearly structured submission,” said the judges. “We appreciate how a fearful subject was skillfully turned into a positive conversation, leading to great work and solid evidence of impact.”
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.
BMF head of effectiveness Hannah McHard told LBB, “When we have effectiveness absolutely innate in the work we do, there's no way not to create work that's effective. We've honed stories that tell that well. ALDI and BMF -- there's a partnership that keeps getting stronger and work that reflects that absolute commitment to deliver for their business and work that we want to do.
“When you have clients who trust you, then you don't create work from fear. And when you have people in the business that trust each other ... where you have relationships, where you can bounce and you can chat, and you can throw things around, you don't have to make stuff that fits a certain rule or fits a certain guideline. You can make things that actually deliver.”