Woolworths appoints Droga5 for advertising

Posted by AFN Staff Writers on 8th March 2012

Melbourne-based advertising agency Droga5 has been appointed by Woolworths to take charge of the supermarket chain’s advertising.

Sydney-based M&C Saatchi have held the Woolworths account for the past ten years and will continue to work for the Woolworths Limited group as creative agency for Masters Home Improvement.

Woolworths General Manager of Marketing, Lizzy Ryley said, “Droga5 is a highly innovative agency with a great reputation for strong creative ideas and strategic planning skills. 

“The team demonstrated a very thorough understanding of our brand and its unique position in the hearts and minds of Australian shoppers and we are confident of building a successful partnership.”

Creative Chairman of Droga5 Australia, David Nobay said, “As a brand, Woolworths touches close to 20 million consumers every single week, and employs over 111,000 Australians.  In that sense, it is a channel all of its own, and moves the conversation for an entire country. Being chosen to tell great stories around a brand that already shapes so much behaviour in this country is a genuine privilege.”

Tjeerd Jegen, Director of Woolworths supermarkets said, “The appointment of Droga5 may not have been the obvious choice but we have realised through this process that “the obvious” is the last place Woolworths wants to be. It was very important to me that we found a creative agency that demonstrated the right mix of creativity, innovation and who were a good cultural fit.”

Droga5 will commence work in the coming weeks following a transition period.  Their first brand campaign will launch sometime in the fourth quarter of this financial year.