M&C Saatchi Group’s Bohemia has been appointed by Racing Victoria (RV) to handle its media account following a competitive pitch process.
The incumbent on the account was Vizeum, and it will now be managed by Bohemia’s Melbourne team, which was established in late 2017.
The scope of the work includes media strategy, planning and buying including all digital, social and search. Bohemia will also provide strategic advice around media rights, content distribution and business case development for various RV media and customer ventures.
Marcia Allan, general manager of customer strategy and engagement at RV, said: “Working with the newly created Bohemia Melbourne office is a great opportunity for Racing Victoria.
“We feel Bohemia truly understand our vision, ‘Racing For All’, and our role in promoting the sport of Victorian thoroughbred racing.
“The agency’s strategic thinking, the work and communication during the pitch was outstanding, and we are very excited to see this translate into our future campaigns.
“Bohemia is a dynamic business that can provide us with access to a broad range of resources across the M&C Saatchi Group to help us grow engagement in Victorian thoroughbred racing.”
Sam Westaway, media director at Bohemia Melbourne, said: “We are thrilled to partner with Racing Victoria and this is an incredible win for the newly established Bohemia Melbourne.
“We look forward to working with the RV team in the lead up to Melbourne’s premier racing season: the Spring Racing Carnival.
“The partnership goes beyond a traditional media agency relationship given the incredible amount of content Racing Victoria has access to and as the Australian sports broadcasting landscape evolves.”