M&C Saatchi-owned media agency Bohemia has bolstered its strategy team with the appointment of Rebecca Alexander as context director.

Alexander joins Bohemia from Blue 449, where she worked on a range of clients such as 20th Century Fox, the NSW government, Menulog, Nando’s, Coca-Cola Amatil, Lion Nathan and MTV.

Bohemia’s head of strategy, Chris Christofi, said he was delighted to have Alexander join the team.

“She represents the new age of strategy where the focus of marrying content with context is an increasingly important campaign objective,” he said.

“In her role, Bec will focus on ensuring that the contextual relevance of channel selection is just as important as the traditional media metrics.

“We love working closely with our creative partners. Having a strategist in the agency who gets the importance of contextual relevance in building a strategy will become increasingly important.

“Our Bohemians and our clients’ brands will all be the beneficiaries of this appointment. Having Bec on board is part of building Bohemia’s strategic remit to create remarkable brand experiences that drive growth for clients. It’s an exciting time.”

Commenting on her appointment, Alexander said: “I am thrilled to be a part of the Bohemia and M&C family, and absolutely excited by the proposition of seamlessly integrating creative and media solutions for outstanding outcomes.