M+C Saatchi Group has unveiled its new strategic transformation to align with the evolving needs of modern clients and the rapidly changing media landscape.
The agency will expand M+C Saatchi Performance and strengthen its strategic media planning capabilities with a partner-led model. The Group will also retire its Bohemia brand, which was present only in Australia.
With technological innovation including AI and shifting consumer behaviour continuing to redefine the media ecosystem, the Group is taking decisive steps to future-proof its media offering across all markets.
Expanding M+C Saatchi Performance
Central to the transformation is the renewed commitment to M+C Saatchi Performance. Its client roster includes IKEA, Soundcloud, SEGA, and Southeast Asia super app Grab.
M+C Saatchi Performance will operate from its headquarters in Singapore under the leadership of CEO Kabeer Chaudhary, who reports to Karen Boswell, new global CEO, Digital Experience, Performance & Consulting, as announced last week.
The Group is investing in the 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.
Building media-neutral planning proposition
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.
Retiring the Bohemia brand
The Group will be sunsetting its offline media buying brand Bohemia, which was present only in Australia.
The end of the brand’s era marks a shift toward areas where the Group can deliver greater strategic value, differentiated client propositions, and long-term growth.
“We are extremely proud of the work delivered by Bohemia and the dedicated teams behind it since we acquired the business in 2017,” Zaid Al-Qassab, Global CEO, M+C Saatchi Group, said.
“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.”