Caltex drops Ikon for Bohemia after media pitch
Ikon Communications has lost the media buying for Caltex’s $5.2m media account to Bohemia, Mumbrella can reveal.
The pitch was first revealed by Mumbrella last month with Bohemia now taking out the account following a three way shoot out between the incumbent Ikon and Match Media.
“This is a fantastic opportunity to partner with a great marketer and creative agency,” said Brett Dawson, managing partner at Bohemia. “Our ambition is to develop career-defining work together in this increasingly competitive category off a foundation of transparency.”
The last couple of years have been difficult for the STW Group owned Ikon Communications with the agency having lost several key accounts including Vodafone, which was also won by Bohemia, along with Coca-Cola, RACV WA, Goodman Fielder and Diageo.
Last year it successfully defended its foundation client Commonwealth Bank in a competitive pitch, with the Sydney agency moving to a full-service model this year after absorbing Moon Communications earlier this year.
“As a local company that has operated here for more than a century, Caltex has a strong desire to demonstrate its position as the outright leader transport fuels in Australia,” said Dawson in a statement.
The appointment follows Bohemia being appointed by Twitter, Pandora, Youi and news.com.au earlier this year.
Bohemia is majority independently owned, although STW Group has a minority stake in the business.
Nielsen estimates Caltex’s main media spend in the 12 months to July 2015 at $5.2m with Bohemia claiming the account will have a $10m spend going forward.
Nic Christensen
So Ikon continues to be Bohemia’s new business department? Hilarious!
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nice quote
“off a foundation of transparency.”
I wonder what that insinuates
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I bet STW wishes they had a majority share in Bohemia and a minority share in Ikon!
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@hmmm – I’d be more concerned with the ambition stated in the earlier part of that sentence “…develop career-defining work together.”
* Campaign objective – Get me a better job
* Target audience – Award judges
* What does success look like? Me in a better job
* What the consumer currently thinks – Where’s the cheapest petrol?
* What we want them to think – Nice media plan, Boho man.
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@hmm…. If you’ve ever mate Brett you’d probably know just how transparent and searingly honest the guy is… Its quiet rare to meet someone who carries themselves in such an integral way… Id guess thats what the “off a foundation of transparency” quote means and possibly in part as to why Bohemia has been appointed…
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