Grey Melbourne has won the Victoria Racing Club business, with Advertising Associates bowing out.
Victoria Racing Club was "excited" about the deal, according to marketing boss Amanda Chase, and Grey was "thrilled", according to managing partner and creative boss Michael Knox.
The win comes as the Victorian racing industry faces a period of major change in terms of its media and marketing, in a transition to owned media that will have broader ramifications for traditional media companies.
Racing Victoria, backed by the clubs, is taking media in-house and has big plans for a content operation across digital video, radio and print - and will ultimately bring a data business into the mix.
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