> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # BMF could lose Aldi Australia in 11-country agency review - URL: https://www.promptthemarket.com/omnicom-exits-aldi-global-creative-review-bmf-fights-on/ - Published: 2026-10-26T01:30:00.000Z - Updated: 2026-10-26T01:29:59.000Z - Description: Stephen McArdle said the Enero-owned agency has a new contract extension and intends to participate in the global review, after Omnicom-owned McCann Manchester’s 20-plus-year UK relationship ended. - Author: Editor News - Tags: Agencies, Australia, ALDI SÜD, #author-james-dore ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) By **James Dore** · 2026-10-22 TLDR Omnicom is out of Aldi South Group's global creative review, and Aldi UK's relationship with Omnicom-owned McCann Manchester has ended after more than 20 years. Two networks remain. In Australia, Enero-owned BMF, Aldi's agency since 2002, says it has a new contract extension and will take part in the review. KEY TAKEAWAYS 01Omnicom is no longer in contention for Aldi's global creative account, B&T reported, citing Campaign. 02Aldi UK's relationship with McCann Manchester, an Omnicom network since the IPG acquisition, has ended after more than 20 years. 03Two agency networks remain; Aldi says no final appointments have been made. 04BMF chief executive Stephen McArdle says BMF has a new contract extension with Aldi Australia and will take part in the review. 05The review covers Aldi South Group's 11 markets, including Australia. ## Omnicom out Omnicom is no longer in contention for Aldi's global creative account, according to a report in UK trade title Campaign cited by B&T. Aldi UK's relationship with McCann Manchester has ended after more than 20 years. McCann became one of Omnicom's networks when Omnicom bought IPG in late 2025.[\[1\]](https://www.bandt.com.au/report-omnicom-out-of-aldi-global-creative-pitch/?ref=promptthemarket.com) McCann Manchester had held the UK account since 2005.[\[2\]](https://www.thestable.com.au/aldi-reviews-its-creative-agencies-throughout-the-world-including-bmf-in-aus/?ref=promptthemarket.com) Campaign reports that two networks are still in the running. An Aldi spokesperson said: "The global tender for future creative agency services is ongoing." Agencies have been told the outcome of the latest evaluation stage, and no final appointments have been made.[\[1\]](https://www.bandt.com.au/report-omnicom-out-of-aldi-global-creative-pitch/?ref=promptthemarket.com) ## A review across 11 markets The review is run by Aldi South Group, which runs Aldi in 11 markets including Australia and China.[\[3\]](https://www.campaignasia.com/article/aldi-south-group-set-to-review-creative-account/4nfze3zngp8tp1t8edgshs2v46?ref=promptthemarket.com) The company says it operates in 11 countries on four continents. It opened in Australia in 2001 and now has about 580 stores here.[\[4\]](https://www.aldi-sued.de/de/unternehmen/ueber-uns/aldi-sued-weltweit.html?ref=promptthemarket.com) When the review was first reported in March, it was expected to cover the US, China, Germany, Italy, other European markets, Australia and the UK.[\[2\]](https://www.thestable.com.au/aldi-reviews-its-creative-agencies-throughout-the-world-including-bmf-in-aus/?ref=promptthemarket.com) ## BMF's position in Australia Enero-owned BMF has been Aldi's creative agency in Australia since 2002 and has won Effie awards for the work.[\[2\]](https://www.thestable.com.au/aldi-reviews-its-creative-agencies-throughout-the-world-including-bmf-in-aus/?ref=promptthemarket.com) It also made the 2024 "Gravy Boat" Christmas ad.[\[1\]](https://www.bandt.com.au/report-omnicom-out-of-aldi-global-creative-pitch/?ref=promptthemarket.com) BMF chief executive Stephen McArdle said: "BMF has a strong, long-standing partnership with Aldi Australia and a new contract extension in place." He said BMF "intends to actively participate in the global review of Aldi's creative agency arrangements."[\[1\]](https://www.bandt.com.au/report-omnicom-out-of-aldi-global-creative-pitch/?ref=promptthemarket.com) ## What is at stake A global creative appointment would decide who handles one of Australia's most visible supermarket accounts, and whether it stays with the agency that has run it for more than two decades. The contract extension gives BMF time, but it does not settle the result. The UK has already shown that a long tenure is no protection: McCann Manchester held Aldi UK for more than 20 years. SOURCES & CITATIONS 1. [Report: Omnicom out of Aldi global creative pitch, B&T](https://www.bandt.com.au/report-omnicom-out-of-aldi-global-creative-pitch/?ref=promptthemarket.com) 2. [Aldi reviews its creative agencies throughout the world, including BMF in Aus, The Stable](https://www.thestable.com.au/aldi-reviews-its-creative-agencies-throughout-the-world-including-bmf-in-aus/?ref=promptthemarket.com) 3. [Aldi South Group set to review creative account, Campaign Asia](https://www.campaignasia.com/article/aldi-south-group-set-to-review-creative-account/4nfze3zngp8tp1t8edgshs2v46?ref=promptthemarket.com) 4. [ALDI SÜD weltweit, ALDI SÜD](https://www.aldi-sued.de/de/unternehmen/ueber-uns/aldi-sued-weltweit.html?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS Is Omnicom still in Aldi's creative review? No. B&T, citing Campaign, reported on 23 October 2026 that Omnicom is no longer in contention and that two networks remain. Who handles Aldi's creative in Australia? Enero-owned BMF, which has held the account since 2002 and has a new contract extension. Has Aldi appointed a new global agency? Not yet. Aldi says the tender is ongoing and no final appointments have been made. ![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg) [James Dore](https://www.promptthemarket.com/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.