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Bohemia wins Western Sydney University media account

Bohemia has won the media buying account for Western Sydney University after a four-way pitch.

The account was previously held by Blue 449 with WSU executive director of marketing Glenis Carroll thanking the agency for the role it played in rebranding the university from UWS to WSU.

WSU has huge potential, according to Bohemia

The university rebranded from the University of Western Sydney to Western Sydney University in 2015 as part of an initiative to “put Western Sydney first”.

The accompanying marketing campaign – which featured former child soldier turned refugee lawyer, Deng Adut – became one of the most celebrated marketing campaigns of the year, including Ad Campaign of the Year at the Mumbrella Awards.

In addition to media buying across all channels, Bohemia will now take a lead role in communications strategy development for the university.

Bohemia was selected for its understanding of the western Sydney market and how technology can help future-proof the university, a statement from the agency said.

Carrolll added: “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.”

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

The contract commences on July 1.

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