M&C Saatchi Buys Insight-Led Marcoms Group Bohemia

Ad agency network M&C Saatchi has acquired Australian insight-based marcoms group Bohemia, which uses real-time location and other customer data to drive its media planning and buying services. Terms of the deal were not disclosed.

Bohemia's Data & Attribution team develops custom-built business and campaign dashboards and fractional attribution models, to turn client and communications data into actionable intelligence. In addition, the company offers a qual/quant research design capability, specialising in delivering consumer understanding and ensuring client communication is founded on insight.

Brett Dawson (pictured), CEO and co-founder of Bohemia, comments: 'We are incredibly excited by the opportunity to join M&C Saatchi. This partnership brings significant benefit to our staff and clients, and will allow us to shortcut and lead the transparency agenda. It will enable our Bohemian spirit to play out on a bigger stage'.

Web sites: www.mcsaatchi.com and www.bohemiagroup.com.au .