M+C Saatchi Retires Bohemia Brand in Australia

M+C Saatchi Group today announced a bold strategic transformation of its global media business to better align with the evolving needs of modern clients and the rapidly changing media landscape.

Over the past decade, client requirements in media strategy, planning, and buying have evolved dramatically. CMOs are looking for digitally enabled solutions, and leaders require visibility across the entire customer and media landscape to make smarter, faster decisions.

With technological innovation, including AI and shifting consumer behaviour, continuing to redefine the media ecosystem, M+C Saatchi Group is taking decisive steps to future-proof its media offering across all markets.

At the heart of this transformation is a renewed commitment to M+C Saatchi Performance, the group’s media offering and one of its most successful and future-fit businesses. With a client roster that includes IKEA, Soundcloud, SEGA, and Southeast Asia super app Grab, M+C Saatchi Performance is a global leader in digital media, operating from its headquarters in Singapore under the leadership of CEO Kabeer Chaudhary, who reports to Karen Boswell, new global CEO, digital experience, performance and consulting, as announced last week.

The group is investing in M+C Saatchi Performance’s team, capabilities, and technology to support its expansion globally, beginning with a focus on the UK, US, and other priority markets, including Southeast Asia. The first phase of this global expansion will see M+C Saatchi Performance accelerate its presence in Australia, continuing to deliver its cutting-edge digital media capabilities to one of M+C Saatchi Group’s most important growth markets, supported locally by Bobbie Gersbach, M+C Saatchi Performance’s global planning director, based in Sydney.

M+C Saatchi Performance ANZ will offer a culturally driven, data-powered performance model that’s globally scalable and locally relevant. This forms the latest new capability since the Group refocused its proposition on delivering Cultural Power for brands and provides a broadened offering under new group CEO ANZ, Dani Bassil.

Alongside the expansion of M+C Saatchi Performance, the Group will be strengthening its strategic media planning capabilities across all priority markets. This will be achieved through a new partner-led model, enabling fast, high-quality deployment of consistent planning solutions in line with client expectations and the Group’s broader growth strategy.

As part of this new direction, M+C Saatchi Group will be sunsetting its offline media buying brand Bohemia, which was present only in Australia, marking a shift toward areas where the Group can deliver greater strategic value, differentiated client propositions, and long-term growth.

Zaid Al-Qassab, global CEO, M+C Saatchi Group, said, "We are extremely proud of the work delivered by Bohemia and the dedicated teams behind it since we acquired the business in 2017.

"However, as we look ahead, our focus is on areas where we can lead with a truly differentiated offering, where our capabilities and scale give us a clear right to win, and which are growing client needs. As we evolve, M+C Saatchi Performance will be at the heart of our media offering - bringing world-class digital expertise, data-driven solutions, and a model built for the future."

Kabeer Chaudhary, global CEO, M+C Saatchi Performance, said, "Today’s clients expect agility, precision, and measurable results - and that requires an approach built on data, technology, and strategic clarity.

"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."