Bohemia: Can M&C Saatchi revive the ‘hyped up toddler’ from its sugar crash?
Yesterday saw the sale of what was, for a time, one of the hottest media agencies in Australia. Miranda Ward asks if the story of Bohemia is a lesson in agencies growing too quickly.
It was in 2013 that Mumbrella’s The Source published a review of the biggest media agencies in Australia.
In that review, the panel of senior media consultants and media industry leaders widely lauded the new kid on the block for its focus on data and strategy, with Bohemia described at the time as a “hyped up toddler on red cordial”.
Today, in the wake of a spate of client losses and yesterday’s sale to M&C Saatchi, you have to wonder if that analogy has held true and whether – like all sugar highs – the buzz wore off, and wore off fast.
What an excellent article. Well done Miranda.
Terrific analysis and story Miranda. I almost hate to be pedantic. But its is cachet – not cache.
Thanks Mezagord – you are most right, I seem to have missed off the t. I have fixed that now, thanks for picking it up.
Cheers,
Miranda – Mumbrella
Great article, Miranda. Bottom line is its a great deal for both parties. Bohemia keeps the doors open and has a second go of it with support from a strong partner. M&C gets into media without having to pay much (if anything) and has a really strong team to work with. Everyone wins. Well done all.
I think it’s interesting that we’d refer to the notion/pitch of data-led marketing as a ‘sugar crash’.
Surely campaigns of this nature have more sustenance than ‘quick burst’ traditional media ones.
How ironic.