BMF wins Ring creative account

BMF has been appointed lead creative agency for Amazon-owned smart home security brand Ring following a competitive pitch.

The agency will develop a new brand platform for Ring as the business targets its next phase of growth in Australia.

READ MORE: Asahi Beverages appoints BMF and Kerfuffle as creative partners after competitive pitch

READ MORE: HCF appoints BMF as lead creative agency

Ring backs BMF’s brand platform experience

Ring, best known for its video doorbells and security cameras, said BMF’s strategic and creative capabilities were central to the appointment.

A Ring spokesperson said: “Throughout the pitch process, BMF demonstrated a strong understanding of the Ring business and the strategic challenge.

“Their track record in building effective, long-term brand platforms, underpinned by strong creative capability, gave us great confidence in their ability to help lead the brand’s next phase of growth, support the brand’s continued expansion in the category, and establish a trusted, long-term partnership and brand platform.”

Australian growth in focus

The account brings together Ring’s technology-led approach to home security and BMF’s experience developing long-term brand platforms.

BMF CEO Stephen McArdle said: “Ring was born from smart, innovative thinking that changed the home security market globally. This is an amazing opportunity to capture that spirit and present the brand in a way that makes Australians reappraise what they need, and deserve, to keep what they hold dear, safe.”

The Ring appointment adds to BMF’s recent account wins. 

The agency was named HCF’s lead creative agency following a competitive pitch in August 2025, before Asahi Beverages appointed BMF and Kerfuffle to a split creative roster in June. BMF leads work across Victoria Bitter, Hard Rated, Solo and Solo Energy.