Bohemia launches with ‘ground-breaking new agency model’ backed by Ikon and STW Group

Three of Australia’s leading media and marketing executives have joined forces to launch Bohemia, claimed to be a ground-breaking new marketing communications agency which marries the art of communication strategy with the science of direct response.

Backed by Ikon founder Simon White and Australia’s leading Communications group STW, Bohemia will break from more established media agency models and shift the emphasis from traditional media buying to focus on client-owned assets in the design of holistic communication programs.

Founders Brett Dawson(above middle)  and Chris Christofi (above left), who are both ex-Ikon, and Peter Leaver (above right), formerly of Commonwealth Bank, say the approach will be particularly unique within the industry and will create “a new agency operating system”.

Says Dawson: “Bohemia is a new agency operating system that brings together a collective of experienced and networked individuals, unencumbered by traditional agency buying models, licensed to go deeper into a client’s business than ever before to put media and data led strategy at the centre.”

“Bohemians will design communication programs with the entire customer journey as their canvas and the growing sources of customer and behavioural data as their palette.

“We will concentrate initially on a brands most influential assets such as its customers, its digital and physical footprint, its sponsorships, its social community, its brand imprint and its wealth of data, to create ‘Participation Programs’ not just media plans. Programs powered by a brands most committed customers. Programs that invite people to actively participate to ensure that every dollar spent delivers a measurable outcome.”

Bohemia has been engaged by three clients at launch with various scopes of work including customer management, sales optimization, brand strategy, media planning and buying, digital strategy and creative development with the flexibility to source best fit partners to deliver each element.

STW’s CEO Michael Connaghan said the ongoing strength and momentum at Ikon had enabled two of its proven executives to develop the entrepreneurial start-up with the full support of STW: “Brett, Chris and Peter bring a strong blend of skills and proven experience, each having played vital roles in building strong businesses including Ikon.”

“They have seen a gap in the market and spent considerable time in carefully crafting a business model that is forward thinking, responsive and entrepreneurial. These are attributes that are highly valued by, and have helped build, the STW Group,” he said.

“As a result, I have no doubt Bohemia will evolve the category for the future.”

Ikon founder Simon White said he has invested in the new venture because “this is a merging of several disciplines; that of a media and direct agency built from scratch specifically for the new media world environment without any baggage”.

“It’s a collective of experienced people that will strive to understand a brand and the commerce of its business, and this will be what feeds the overall communications strategy,” he said. “They will venture further into the clients business to integrate more in-depth customer and sales data with emerging digital and traditional media data sources. Campaigns will require care and attention on a daily basis as they will be multiple content contact points that will require instantaneous response.”

Chris Christofi brings more than 25 years industry experience to Bohemia, most recently at Ikon as National Strategy Director. A former Planning Director at FCB, Christofi has worked on a range of global brands including Kimberly Clarke, Heinz, Nike, Jaguar, Dell, Harley Davidson and Vodafone.

Brett Dawson is viewed as one of Australia’s most awarded media strategists. He has worked with brands such as Vodafone, Sony, Diageo, LG, Atari, Commonwealth Bank and Uncle Tobys.

Peter Leaver will add a unique dimension to the agency offering through his strong marketing background and experience within the Commonwealth Bank Group where he most recently ran the Online Sales and Marketing area, and previously managed the Data Driven Marketing and Marketing Communications areas. Christofi, Dawson and Leaver will all take on roles as Managing Partners. Another former Ikon founder, Simon Brock, will also join Bohemia as CFO.