Lingerie Football League promotion cleared by ad watchdog

What’s wrong with BMF?

BMF, one of the best ad agencies of the last decade has gone off the boil, argues Robin Hicks.

There is a sinking feeling you get as a marketing trade hack when it is finally appropriate, after months of chronicling their decline, to describe an ad agency as ‘troubled’ in a story you’re writing about them.

Most recently, it was a description applied by pretty much the entire trade press to The (now dead) Campaign Palace.

I should be clear that it is not appropriate to describe BMF – for many years one of Australia’s leading creative lights – as ‘troubled’. But at the same time, it would struggle to lay claim to currently being Australia’s best agency.