M&C Saatchi-owned Bohemia Group has been appointed by Michael Hill to take the lead on the jewellery company’s communications strategy, media planning and media buying.

With a 20-plus year history in Australia and 172 stores nationally, the appointment will challenge Bohemia to unlock the next phase of growth for Michael Hill.

The $10 million-plus media account was won in a competitive pitch that saw a number of agencies including incumbent OMD compete.

Alison Green, global brand manager at Michael Hill, said: “We are excited to be working with a new partner who understands integration at all levels of marketing communications.

“The passion Bohemia showed for our business and the expertise they have to support our growth plan were key contributors to their appointment.”

Bohemia’s Brett Dawson said: “From the first time we met with Alison and the team, we felt a genuine connection. They have a great brand and a real ambition to challenge the traditional retail media model.

“It’s a privilege to partner with them and we are excited to get going.”