Aspen: planning to spend $15m on media in 2013
Fledgling media agency Bohemia, which raised eyebrows when it won a big chunk of Vodafone from Ikon last month, has struck again, winning the $15m Aspen Pharmaceuticals account.
The STW Group backed data-meets-media agency – which is not yet one year old – won the account after a pitch against MEC, Vizeum, PHD and independent agency Hyland Media.
The move marks a consolidation of the account, which includes the brands Herron, OsteoEze, Coloxyl, Cartia, Zantac, Beconnase, Vita-Minis, Chemist Own, Bio-Oil, Murine, Spray Fresh and Dermeze, which are expected to spend around $15m next year.
Agencies to have worked on the business previously include Carat Sydney and MediaCom Melbourne.
The pitch was called by Steven Waller, head of consumer division at Aspen Australian, and led by R3, the latest addition to Australia’s pitch consultancy scene.
R3 principal Greg Paull told Mumbrella: “It was a very competitive review – they have appointed Bohemia, because they really wanted more depth in digital, analytics, measurement and other areas. All the agencies made exceptional presentations.”
Brett Dawson, founder of Bohemia, commented: “We are absolutely delighted to have the opportunity to work with the Aspen Pharma team on some great brands that help people live healthier and happier lives. Bohemia and Aspen share similar brand values and with the lead strategic remit we are really confident we can deliver on our agency purpose of making a significant difference”.
“The pitch process was very well managed and was the first real test for Bohemia 10 months into our existence, allowing us to prove our model against a number of established global strategic agencies,” he added.