Fever-Tree finds new media agency following Bohemia brand exit
Premium mixer brand Fever-Tree Australia has appointed a new media agency, as incumbent Bohemia shuts down local operations.
It has appointed independent agency Involved Media as its media agency of record, responsible for all communications strategy, as well as media planning and buying. Involved Media says it is one of the country’s largest independent media agencies, with billings over $100 million.
Bohemia was the incumbent on the account, having won it in December 2023.
Fever-Tree
Last month, Bohemia’s parent company M+C Saatchi announced it would be retiring the media brand in Australia, as part of a global media strategy restructure.
The agency’s global CEO Zaid Al-Qassab said the focus is on areas where it can “lead with a truly differentiated offering”, and Bohemia no longer met that criteria. M+C Saatchi has instead chosen to focus on M+C Saatchi Performance as the group’s global media offering.
It is not the first client to move on quickly from Bohemia in the wake of this news, with Nando’s handing its $5 million media account to independent agency Kaimera last month.
Fever-Tree’s head of marketing, Caroline Wood, said the brand’s presence locally has grown “significantly” in recent years, but it has “strong plans” to continue this growth.
“We are very pleased to embark on this next phase, and we know that with Involved Media we have a trusted partner who can help us take the brand to the next level,” she said in a release.
Involved Media’s appointment marks a formal extension of the client-agency relationship, with Fever-Tree taking up the full offering across strategy, planning, and buying.
Dan Hojnik, general manager and strategy lead at the agency, said the brand doesn’t just follow convention, “it sets it”.
“This win is a brilliant opportunity to partner with a premium challenger brand at a time when consumer expectations, drinking occasions, and category boundaries are all evolving,” he said in the release.
“Together, we’ll be exploring how media can unlock growth by reinforcing distinctiveness, driving trial, and elevating the adult drinks category.”
Involved Media’s other clients include Hertz, Thrifty Car Rentals, Anytime Fitness, Stanley Black & Decker, Chartered Accountants Australia and New Zealand, and Better Help, and the recently won Caresuper.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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