Media agency Bohemia, part of the M&C Saatchi Group, has been appointed as the exclusive media partner of Western Sydney University (WSU).

The appointment follows a four-way pitch with WSU selecting Bohemia over incumbent Blue 449.

Bohemia’s passion for WSU, the agency’s understanding of the Western Sydney market, and how technology partners can future-proof the university, helped Bohemia to secure the business.

The partnership will see Bohemia take a lead role in communications strategy development and media buying across all channels leveraging the marketing technology WSU has in place.

Brett Dawson, CEO, Bohemia, said, “We have admired the WSU brand evolution and really look forward to partnering with them. The potential is huge.”

Western Sydney University executive director of marketing Glenis Carroll said, “Our competitive pitch process was designed to ensure we have the right partner to help realise our digital transformation and in Bohemia, we are confident we have found that partner.”

Carroll thanked Blue 449 for the contribution it has made to the University in recent years, in particular the role the agency played in the 2015 brand relaunch.