Bohemia's comeback: Wins $50 million+ Steinhoff retail group account

Pippa Chambers
By Pippa Chambers | 7 September 2017
Brett Dawson

Bohemia has won the $50+ million Steinhoff account, which encompasses the Best&Less, Freedom Furniture, Fantastic Furniture, Harris Scarfe brands - and more.

The account was won in a competitive pitch that saw a number of agencies compete in a review managed by TrinityP3.

Previously the group's retail businesses were each handled separately but have now been consolidated. Bohemia was the incumbent on Best & Less heading into the review. Media for the other brands was previously split between Carat and Starcom. Both agencies were part of the pitch.

The agency will take the lead on communications strategy, media planning and media buying for the newly formed Steinhoff Asia Pacific Group Holdings (SAPGH). Part of Steinhoff International, a German international retail holding company, SAPGH is a vertically integrated group owning a number of leading Australian retail brands in furniture, apparel and household goods across the region.

Brett Dawson from Bohemia says: “We have enjoyed a fabulous relationship with Best & Less that has seen significant growth over the last three plus years and we are very excited to extend our relationship with the Steinhoff Group. They have a great set of brands and a talented group of marketers behind them that we look forward to partnering with”

The win is big news for Bohemia after last years account woes which saw it lose Vodafone and Lion.

This is the second win for Bohemia announced this week, with the agency also picking up the $10 million Michael Hill account.

In February M&C Saatchi acquired independent media agency Bohemia - bringing media strategy, dynamic media buying, outcome-based performance media and marketing analytics into the group. It remains to be seen what full-service clients the pair will welcome onto the books.

More to come.


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