Michael Hill hands media account to Bohemia

National jewellery chain Michael Hill has handed its $10m media account to M&C Saatchi’s media agency Bohemia.

Michael Hill has appointed Bohemia to its media account

The chain, with 172 stores around Australia and operations in New Zealand and North America, will shift the business from OMD which won the business in 2012 following a three-way-pitch that included then incumbent UM which had held the business for 12 years.

Michael Hill’s global brand manager, Alison Green, said the decision to shift the account had been based on a number of factors.

“We are excited to be working with a new partner who understands integration at all levels of marketing communications,” Green said.

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

Brett Dawson, managing partner at Bohemia, said the win would be an opportunity to show of a different approach to retail, with the agency’s duties comprising communications strategy, media planning and media buying.

“They have a great brand and a real ambition to challenge the traditional retail media model,” Dawson said.

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

The win is understood to the agency’s biggest since M&C Saatchi acquired the business earlier this year.

The agency’s other wins this year have included global skincare brand Paula’s Choice, which it won in April.


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