Bohemia set to open Melbourne shop

Rosie Baker
By Rosie Baker | 27 October 2017
Brett Dawson

Bohemia is set to open a Melbourne office to service growing client business in the state.

The Melbourne offering will be up and running in the next few weeks and it’s in the process of putting key staff in place.

CEO Brett Dawson says they're taking the spirit of Bohemia Sydney and launching it into Melbourne with the “relevant local twist to meet local client growth ambitions".


Dawson's says the agency will have three foundation clients, including Ripcurl which it has been working on from Sydney and part of the Steinhoff Group which it won last month.

The Sydney-based agency turned six this week, its first birthday since being acquired by the M&C Saatchi group.

The agency will see Bohemia work closely with its creative counterparts at M&C  to offer clients a fusion of media, digital, data and creative thinking.

Dawson tells AdNews that there is a huge opportunity for the agency in Melbourne to bring something new to the market and he's got big ambitions there.

"There is so much change in Melbourne at the moment and with change comes opportunity," Dawson tells AdNews.

"We'll have strategic thinking front and centre with creativity and dynamic investment baked in. I'd love us to be the most creative and agile media agency in Melbourne."

Dawson already has some staff in place but is recruiting for key positions with a managing director and strategy lead soon to be announced.

The agency's HQ will remain in Sydney where the bulk of its data capabilities will remain.

The Bohemia offer in Melbourne won't be a replica of what it does in Sydney. Dawson says it will bring the "Boho spirit" and evolve it to fit the Melbourne market and what's right for clients.

'We'll take the spirit of Sydney and launch it into Melbourne with a twist of what we need to make it right for this market

The media and creative agencies are likely to co-locate in new offices in Melbourne. M&C is also ramping up to service its Lexus client ent which is relocating to Melbourne as part of parent group Toyota’s major move from New South Wales to Victoria.

M&C Saatchi acquired the former independent media shop in February this year, a move that surprised many.

It has since moved two of its divisions, branding agency RE and M&C Sport & Entertainment, out of its Macquarie Street HQ into Bohemia's Redfern offices

Bohemia had been having a tough run with a number of large accounts exiting the agency, but in the last three months it has picked up a few large pieces of business including the $10m Michael Hill account and the $50m Steinhoff Retail account, which encompasses the Best&Less, Freedom Furniture and Fantastic Furniture brands among others.

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