Racing Victoria appoints Bohemia as new media agency, moving account from Vizeum

Bohemia is Racing Victoria’s new media agency following a competitive pitch process.

The account was won by Vizeum back in 2015, when the agency fended off competition from PHD and Initiative

Now, the account will be run by Bohemia’s Melbourne team, which was established late last year and has expanded in 2018.

Bohemia Melbourne will look after Racing Victoria’s media strategy, planning and buying, including all digital, social and search. In addition, the M&C Saatchi-owned agency will provide strategic advice around media rights, content distribution and business case development for various RV media and customer ventures.

Sam Westaway, media director for Bohemia Melbourne, said it was an incredible win for the new operation.

“We look forward to working with the RV team in the lead up to Melbourne’s premier racing season, the Spring Racing Carnival,” he added.

“The partnership goes beyond a traditional media agency relationship given the incredible amount of content Racing Victoria has access to and as the Australian sports broadcasting landscape evolves.”

Marcia Allen, general manager of customer strategy and engagement at Racing Victoria said Bohemia Melbourne understood the brand’s vision of ‘Racing For All’ and its role in promoting thoroughbred racing in the state.

“The agency’s strategic thinking, the work and communication during the pitch was outstanding and we are very excited to see this translate into our future campaigns.

“Bohemia is a dynamic business that can provide us with access to a broad range of resources across the M&C Saatchi Group, to help us grow engagement in Victorian Thoroughbred racing.”

Last year, the brand appointed By All Means to its creative account.


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