Independents win every August media account as BMF and H+C double up

By James Dore · 2026-09-11

Four accounts, two shops, five weeks

August's new business results landed with a pattern worth paying attention to. Every media account that moved in August went to an independent agency, and no holding-group media shop appears anywhere on the winner's list.^[7] That sweep comes six weeks before Australia's broadcast and digital upfronts, when media owners and agencies negotiate rates and commitments for the year ahead.

On the creative side, two independents did the most work. BMF was appointed lead creative agency for Australian Securities Exchange (ASX)-listed challenger telco Superloop on 20 August, replacing incumbent Leo Australia following a competitive pitch.^[3] Five days later, BMF also picked up Ring, the Amazon-owned smart home security brand, to develop a new brand platform for the Australian market.^[4]

Howatson+Company moved just as fast. The shop was named creative agency of record for Dulux Australia on 4 August, expanding its remit across the DuluxGroup portfolio.^[2] That followed its appointment to TikTok's creative account for Asia-Pacific on 28 July, with the work to run out of Singapore.^[1] Four accounts across two independents in five weeks.

The media side: incumbents stepping back

Speed won Colonial First State's media account after the incumbent, Howatson+Company, declined to participate in the pitch.^[7] An incumbent walking away from its own defence is unusual. Speed got a clean run and a name-brand financial services client without a contest.

Avenue C was confirmed as media partner to Maurice Blackburn on 4 August, covering strategy, planning and activation across all paid media channels.^[6] Today The Brave took a full-service creative and media mandate from Law Partners, Australia's largest specialist personal injury firm, on 9 August.^[5] Two legal clients, two indie shops, same month.

What clients said

The language clients used keeps repeating in ways worth tracking. Superloop's chief marketing officer Ben Colman said BMF demonstrated strong understanding of the Superloop business and category challenge, with strategic and creative rigour combined with dedication to effectiveness.^[3] Maurice Blackburn's general manager of marketing Stephen McKeown said Avenue C's honesty, transparency and integrity are matched only by the strategic firepower of their senior team.^[6]

Law Partners chief growth officer Jane Merrick said Today The Brave brought together strategic thinking, creative excellence and media expertise in a way that felt genuinely integrated.^[5] Antoinette Tyrrell, marketing director at DuluxGroup, said she looked forward to seeing Howatson+Company raise the bar even higher after watching their work across the group's flagship brands.^[2] Transparency, integration, effectiveness: the same three ideas across four different clients.

Saatchi & Saatchi rounds out the month

The last significant announcement arrived on 4 September. Australian Retirement Trust appointed Saatchi & Saatchi to its creative account following a competitive tender, with the brief to evolve its "Awaken Your Super" platform.^[8] Chief member experience officer Simonne Burnett said Saatchi & Saatchi demonstrated a deep understanding of our members, along with the strategic rigour and creativity needed to help shape the next phase of our campaign.^[8]

Saatchi & Saatchi is part of Publicis Groupe, making it the only holding-group shop to appear in the month's creative wins. On the media side, independents held a clean sweep. Procurement teams watching account momentum ahead of October's upfronts will find the August tally useful reading.

James Dore

James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.