M&C Saatchi has today announced it has acquired independent media agency Bohemia in a move positioning the creative agency as full service agency with both media and creative under one roof.

Founded in 2011 by Brett Dawson, CEO, and Chris Christofi, chairman, Bohemia describes itself as being set up “to challenge the definition of media and the function of a media agency”. At a time when media agencies have come under increased scrutiny for murky billing practices, Bohemia stands out from the crowd in adopting a time and materials model akin to how a creative agency charges.

While Bohemia claims this practice is transparent, there are many observers who point to this model being the core of the problem many creative agencies face. In essence, it focuses on costs rather than results, but it’s eternally open to semantics and with the recent furore around a lack of transparency, M&C Saatchi appears to be on a winner.

Here’s the full release:

M&C SAATCHI BRINGS MEDIA INTO THE GROUP: ANNOUNCES ACQUISITION OF BOHEMIA SYDNEY, 15 FEBRUARY 2017 – M&C Saatchi today announces the acquisition of Bohemia in Australia. Bohemia brings a pedigree in media strategy, dynamic media buying, outcome-based performance media and marketing analytics into the Group.

Jaimes Leggett, Group CEO said: “Every business in every market is being disrupted. Ours is no different. Bringing media into the Group is the next step in our evolution. With Bohemia in the family, we will have the capability to marry content with context for more influential communications. Driving creative probability through increased media precision.

“M&C Saatchi is a confederation of creative entrepreneurs. With best-in-class capabilities, designed to connect with a consumer at every point they encounter a brand. We chose Bohemia for their rebellious spirit and desire to be transformative and transparent. They’re a great bunch of people too.”

Brett Dawson, CEO, Bohemia said: “We are incredibly excited by the opportunity to join M&C Saatchi. We admire their creative ambition, share their values and like the way they do business. As technology continues to disrupt the media operating system, creativity in all its forms will become even more influential in driving client growth.

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.” Bohemia is a new model agency that marries the art of strategy with the science of media, data and direct response. Bohemia’s client roster includes Aspen Australia, Best & Less, Caltex, Elanco, News.com.au, Open Colleges, Pandora, Steadfast, UBank, Unicef and Unibet.