Bohemia has unveiled a new positioning and brand refresh that taps into a combination of intelligence and intuition to “handcraft memorable media”.
The positioning, and accompanying new logo, sees Bohemia handcraft bespoke processes and solutions for each of its clients and provide a handcrafted experience for its people.
The change follows the appointment of Paul Hutchison, the former CEO of Wavemaker in the UK, as CEO last year.
The new Bohemia was launched at an event held at the transformed M&C Saatchi Group offices in the former Transport House on Macquarie Street, attended by more than 100 people.
Hutchison said: “It is clear to me that while there is a lot of latent positive sentiment for Bohemia, the time is now for our agency to relaunch and re-state how we will help clients and brands grow. And for us to become a leading agency once again.
“In my conversations I have heard that people are tired of machines choosing what channels we should use and which partners we should work with. Our people handcraft communications solutions that are informed by data insight, not dictated by it. The opportunities and challenges faced by our clients are unique to their brand, their business, and their category. They don't want ‘off the shelf’ answers to how they maximise growth and outperform their competition, they want handcrafted memorable media that is bespoke to them.
“And consumers are not static, linear, or predictable. They are in a constant state of flux, guided by narratives that inform their beliefs, behaviours, and experiences. At Bohemia, we move people emotionally towards brands by changing and cementing how people feel about our clients’ brands. We move people physically through the purchase journey to action whether that’s a click, a store visit or putting something in a trolley. We move people through handcrafted memorable media.”
The new Bohemia logo.
M&C Saatchi Australia Group CEO, Justin Graham, said: “The energy in Bohemia at the moment is brilliant. This new positioning, backed by a suite of new products, feels so relevant to the changing needs of brands and is differentiated in the industry. It will offer an even stronger point of connection for end-to-end solutions across the M&C Saatchi Group.
“The good news is its already resonating with clients based on the recent new business success under Hutch’s leadership.”
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