Bohemia picks up media duties for Ryman Healthcare
M&C Saatchi Group’s media agency, Bohemia, has won the media account of retirement living provider Ryman Healthcare, following a pitch.
Ryman Healthcare is a retirement village provider in Victoria offering independent living, assisted living and comprehensive care for older people. Bohemia will manage its media strategy, planning and buying across all channels.
The news came after Bohemia was appointed as the media agency of the Australian Retirement Trust alongside M&C Saatchi, who secured the creative remits. It also won back the account of Schneider Electric ANZ in April.
“We are thrilled to partner with Ryman Healthcare on their growth journey in Victoria. Ryman believes the measure of a full life is one that gets richer with age, with communities that challenge what we think about ageing,” said Bohemia CEO, Paul Hutchison, who has now spent six months on the job.
“From a communications perspective, older audiences are often forgotten and are taken for granted as ‘we will reach them anyway’.”
Bohemia chief executive Paul Hutchison
Ryman Healthcare general manager, marketing, Jade Lindrea-Jones, said: “Our story of care and kindness is now four decades old and is incredibly precious to us as a company. We were looking for someone who not only understood our story, but who we could trust to tell it with the passion and authenticity it deserves.”
“Bohemia totally connected with us, and have the strategic ability to share it with our audiences in new, unique and engaging ways.”
Bohemia launched its new brand positioning, “handcrafted memorable media”, in February.
Hutchison told Mumbrella at the time that the agency was already doing a lot of bespoke work, but it wasn’t “telling people enough about it.”
“I feel as if we’ve gone a bit quiet in the industry, so I don’t think this is about revolution of the business that I’ve taken over, I feel it’s about elevating what we’re already doing,” he said.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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