BMF strengthens leadership with appointment of joint managing directors

Australia – Creative agency BMF has bolstered its executive ranks with the return of Aisling Colley and the promotion of Richard Woods, who will now share the role of managing director.

Colley rejoins BMF following a two-year stint at Ogilvy, where she served as managing partner overseeing the KFC business and wider operations. Her return marks a homecoming to the agency where she previously spent over a decade, leading the highly decorated ALDI account and contributing significantly to BMF’s creative and strategic reputation.

Meanwhile, Woods, who has been with BMF for more than six years, steps up from his previous role as general manager. Throughout his tenure, he has helped lead key accounts including the Australian Federal Government and Tourism Tasmania, and has been instrumental in shaping the agency’s culture and operations. His portfolio includes award-winning work for TAL Life Insurance and the innovative Sans Forgetica campaign for RMIT, with previous experience across global brands like Nike, Heineken and Mars.

Together, Colley and Woods bring nearly 20 years of combined experience within BMF and have previously partnered in general manager roles. Their shared history, complementary strengths and mutual vision are expected to underpin a seamless leadership transition.

Stephen McArdle, CEO of BMF, welcomed the appointments, stating, “Rich has been instrumental in shaping the business we are today. He leads from the front and is super-strategic when it comes to the work, the agency and our partners’ business, which means he is deeply trusted and valued by all. He knows every corner of the agency and has been central to our culture, operations and momentum over his six years in leadership roles.

“To be able to bring Aisling back into the business to partner with Rich at managing director level was a coup. She’s an incredible operator who has an exceptional track record in building brands, leading teams, and bringing the best out of those around her. Aisling was previously with us for over 10 years, so she’s also a true BMFer: values-led, collaborative and fiercely committed to great work.

“Together, they bring complementary skills, a proven partnership, and a shared ambition for what comes next. As we enter a new chapter of growth, there’s no better duo to help lead the agency and steer BMF into the future.”

The new leadership comes at a time when BMF is further evolving its capabilities across creativity, strategy, innovation and production, with a renewed focus on delivering enduring ideas that drive long-term client success.

Colley shared her enthusiasm about rejoining BMF, saying, “Coming back to BMF feels like returning to the place that shaped so much of who I am as a leader. It’s a business with an incredibly strong foundation – creatively, culturally and commercially – and I’m incredibly excited to help lead its next phase. There’s a clear ambition here, a deep respect for long-term thinking, and a genuine commitment to people and partnerships. Leading alongside Rich, someone I know and trust, and reuniting as partners, makes it even more meaningful.”

Woods echoed the sentiment, adding, “BMF has been a huge part of my professional life, and I feel incredibly proud of what we’ve built, a place that backs its people, values long-term partnerships, and believes in the power of big, enduring ideas. We’ve got an ambitious team, a strong leadership group, and plenty of momentum. It’s exciting to help lead the agency into its next chapter alongside someone as talented and respected as Aisling.”