Racing Victoria appoints M&C Saatchi to its creative, expanding on Bohemia media account

Racing Victoria appoints M&C Saatchi to its creative, expanding on Bohemia media account

Racing Victoria has appointed M&C Saatchi Melbourne to its creative account, following a competitive pitch.

The appointment expands Racing Victoria’s existing relationship with the agency group, as its media agency, Bohemia, has executed the media strategy, planning and buying since 2018.

Racing Victoria has appointed M&C Saatchi to its creative account

M&C Saatchi’s remit includes creative, content and connections planning. It’s first work for the brand has been released in the form of a TVC focusing on Racing Victoria’s approach to the health and safety of the horses.


Emma Robbins, executive creative director of M&C Saatchi, said: “At the heart of Racing Victoria is their commitment to being a leader in equine welfare for horses at all stages of their life – before, during and after racing. They have a clear plan and ambition, that we’ve brought to life in the work.”

Managing director, Michael McEwan, said: “The campaign platform, Here For The Horses, is a big idea, but it’s also a belief. A belief Racing Victoria and the Victorian racing community live and breathe every day.

“Many initiatives such as rehoming and retraining programs like ‘Reset’ and ‘Off The Track’ are making a real difference to the lives of retired racehorses beyond the track. It’s important work with wonderful stories of human connection and love for these majestic animals. We are delighted to accept the responsibility.”

Racing Victoria’s creative account was previously held by By All Means. The agency has been contacted for comment. M&C Saatchi won the account due to its ability to “connect all the components within the communications ecosystem”, thanks to Racing Victoria’s relationship with Bohemia.

Marcia Allen, general manager of customer strategy and engagement at Racing Victoria, said: “M&C Saatchi demonstrated throughout the pitch that they shared the same passion for equine welfare. This is work that goes beyond campaign cycles. Equine welfare is a 24/7 commitment from all parts of our industry. M&C Saatchi really captured that sense under a single platform idea that can be expressed across our media partnerships, our sponsors, racing stakeholders and those working in the industry.”

M&C Saatchi’s clients include TAB, Woolworths, Tourism Australia, Commonwealth Bank and Lexus.

jobs here