Woolworths to run own in-store advertising, ends ten year relationship with Torch Media
Woolworths has announced that it will be now handling all in-store promotional activities, ending its ten year relationship with external agency, Torch Media.
Over the past decade Torch Media has organised all trolley, basket, pamphlet and in-store radio placements on behalf of the supermarket.
By cutting out the middleman, Woolworths could not just save millions in the move but is expected to enhance the profitability of the division as a new profit centre for Woolworths.
Woolworths introduces new “Media Hub”
In order to handle taking on the responsibility themselves the supermarket group is setting up the “Woolworths Media Hub” in its Sydney headquarters office.
Woolworths have promised new advertising and promotional opportunities with the change but specifics have not yet been announced.
As currently stands suppliers who want to promote their products in Woolworths stores already have the choice of advertising through way of aisle fins, stickers, audio (in-store radio), baskets, trolleys, checkout dividers and information/recipe leaflets.
All advertising and promotional arrangements will be held in place until the end of September 2015.
Torch Media has been established since 2007 and specialises in retail and transit advertising.
Woolworths marketing and advertising changes
The decision to cease relations with Torch Media comes after other recent changes in the Woolworths marketing team.
In May this year, Chief of Marketing, Tony Phillips, left the company after only being in the role for little over a year.
Soon after, Director of Customer, Brand and Format, Jess Gill, also left Woolworths.
The change came under Brad Banducci who was appointed Managing Director of Woolworths Food Group in May 2015.