M&C Saatchi Melbourne has won one of Australia’s most desired accounts, Racing Victoria, following a competitive pitch. The agency will deliver its creative, content and connections planning. The win expands the Group’s existing relationship, with Bohemia acting as Racing Victoria’s media agency since 2018.

“At the heart of Racing Victoria is its 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,” stated Emma Robbins, executive creative director, M&C Melbourne.

Michael McEwan, managing director, M&C Saatchi Melbourne, added, “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.”

The win, led by McEwan, was partially attributed to M&C’s individual capability as well as its ability to connect all communications components.

“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,” stated Marcia Allan – general manager, customer strategy & engagement at Racing Victoria.