STW and Ikon founder Simon White have bankrolled a new media agency called Bohemia, with Open Colleges coming on as a foundation client.
Ikon’s Brett Dawson and Chris Christofi and Commonwealth Bank’s Peter Leaver will head the agency, which will aim to blend communication strategy with direct response.
In a statement, the company said it will “break from the more established media agency models and shift the emphasis from traditional media buying to focus on client-owned assets in the design of holistic communications programs.”
Dawson and Christofi join from Ikon, where they were agency director and national strategy director respectively. Leaver was Commonwealth Bank’s head of online sales and marketing. Dawson, Christofi and Leaver will be managing partners.
The agency already has three clients, one of which is Open Colleges. However it has remained tight-lipped regarding the names of its other clients. The agency will perform tasks such as customer management, sales optimisation, brand strategy, media planning and buying, digital strategy and creative development.
Dawson said: “We will concentrate initially on a brands most influential assets such as its customers, its digital and physical footprint, its sponsorships, its social community, its brand imprint and its wealth of data, to create ‘Participation Programs’ not just media plans. Programs powered by a brands most committed customers. Programs that invite people to actively participate to ensure that every dollar spent delivers a measurable outcome.”
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