M+C Saatchi retires Bohemia brand
M+C Saatchi Group will retire its media buying brand Bohemia as part of a global media strategy restructure.
Bohemia, which was only present in Australia, was acquired by M+C Saatchi in 2017, in a move the agency hoped would give it a strong foothold in the media space.
But now the group has announced it will be sunsetting the brand and will exit offline media buying.
Zaid Al-Qassab, global CEO of M+C Saatchi Group, said the group’s focus is on areas where it can “lead with a truly differentiated offering”, and Bohemia no longer serves that focus.
“We are extremely proud of the work delivered by Bohemia and the dedicated teams behind it since we acquired the business in 2017,” he said in a release.
The retirement is part of a strategic change to M+C Saatchi’s global media business. It has said it will take “decisive steps” to future-proof its media offering across markets, in response to technological advancements and shifting consumer behaviours.
It has renewed commitment its to M+C Saatchi Performance, the group’s media offering. Its client roster includes Ikea, Soundcloud, and Sega.
M+C Saatchi Performance is headquartered in Singapore, under the leadership of global CEO Kabeer Chaudhary.
He will report to Karen Boswell, the newly appointed global CEO of digital experience, performance, and consulting.
Five people now share the ‘global CEO’ title at M+C Saatchi. Aside from Chaudary and Boswell, the others are Al-Qassab, Robin Clarke (global CEO of M+C Saatchi Sport and Entertainment), and Simon Bergman (global CEO of World Services).
M+C Saatchi Group’s recent investments will begin with a focus on the UK, US, and other priority markets including Southeast Asia.
The first phase will also include expanding its presence in Australia, supported locally by Bobbie Gersbach, M+C Saatchi Performance’s Sydney-based global planning director.
“Today’s clients expect agility, precision, and measurable results — and that requires an approach built on data, technology, and strategic clarity,” Chaudhary said in the release.
“Our model is designed to deliver just that, wherever our clients are in the world. As we grow and work with the amazing teams in Australia, we’re committed to scaling our expertise while staying true to the values that have made M+C Saatchi Performance a trusted partner for some of the world’s most ambitious brands.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Bohemia
Kabeer Chaudhary
Karen Boswell
M&C Saatchi
M&C Saatchi Group
M&C Saatchi Performance
Zaid Al-Qassab
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